Examining the influence of interactivity in a self-service setting

Interactivity is a key feature of interface between human and technology. This study explores how interactivity perception influence customers´ intentions of using an SST The results revealed the elements of interactivity (communication, control, and responsiveness) do impact the intentions of customers to use an SST in the future; however, their impact was mediated through perceived value and satisfaction. Increased interactivity perceptions influenced perceived value and satisfaction, which in turn were associated with stronger SST usage intentions.