Assessing Consumers’ Propensity to Embrace Self-Service Technologies: Are There Gender Differences?

The proliferation of self-service technologies associated with retail transactions suggests an urgent need to assess the extent to which characteristics, such as gender, influence the likelihood of using technology-based self-services. Findings of this study show that males have a stronger desire to experiment with new technologies, while females exhibit less confidence in making new technology work and a greater need for assurance that new technology will operate reliably and accurately.