A cross‐cultural comparison of self‐service technology use

Abstract

PurposeThe aim of this paper is to investigate cross‐cultural variations in the demographics of consumers using self‐service technologies (SSTs).Design/methodology/approachQuestionnaires were randomly distributed to individuals in Sweden and Estonia to analyze their SST usage and demographic characteristics. Sweden and Estonia were chosen because of their cultural differences – Sweden represents an established Western European market, whereas Estonia, a former Soviet republic, is considered an emerging market.FindingsData analysis revealed that the demographics of Swedish and Estonian SST users are quite different. Swedish users are demographically heterogeneous, whereas Estonian users can be segmented according to age, gender, education, and income.Research limitations/implicationsA larger study conducted in several cultures would add to our knowledge of a culture's influence on an individual's SST usage.Practical implicationsAs this study shows, business models used in Western markets may not be applicable to emerging markets because of cultural differences. Therefore, it is important that Western firms intending to expand into emerging markets must become aware of cultural differences.Originality/valueBecause the world economy is becoming increasingly cross‐cultural, it is imperative to conduct international consumer research to further the understanding of SST usage from a global perspective. This paper provides a thorough examination of which, if any, demographical segments of consumers use SSTs and if the demographics of users vary amongst different cultures.