Figure 1: Model of consumers’ usage frequency decision of service delivery channels
Affective
Affective Determinants
Enjoyment with technology
A number of researchers have approached the issue of how consumers deal emotionally with
technology, namely self-service interfaces. Langeard, Bateson, Lovelock, and Eiglier (1981)
found that some people enjoy playing with machines and suggested that these people may
prefer self-service options. Dabholkar (1996) found a positive relationship between expected
enjoyment from using a technology-based self-service option and expected service quality.
Meuter, Ostrom, Bitner, and Roundtree (2003) suggested that customers have to feel
comfortable with technology in order to use a self-service technology option and that the
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