Reducing Kiosk Embarrassment to Improve Self-Service Usage
Smart Technology vs. Embarrassed Human - The Inhibiting Effect of Anticipated Technology Embarrassment
Tags: CUHK Business School, Hong Kong, Consumer Goods & Services
This study examines how anticipated technology embarrassment impacts customer usage of interactive kiosks, especially in tourism and travel sectors. It finds that customers often avoid kiosks due to the fear of social scrutiny, preferring staffed counters even when they are less convenient. Applications include improving queue designs and introducing distractors to reduce customer anxiety with kiosk interactions. The research highlights the social and emotional aspects of human-technology interaction, which can hinder technology adoption in service settings.
IP Type or Form Factor: Discovery & Research; Programme & Content
TRL: 4 - minimum viable product built in lab
Industry or Tech Area: Hospitality & Tourism; Retail & E-Commerce
