Title:
FACTORS INFLUENCING SHOPPER PREFERENCES FOR SELF-SERVICE TECHNOLOGIES VS. CASHIER CHECKOUT: A TECHNOLOGY ACCEPTANCE MODEL (TAM) PERSPECTIVE

Authors:
Clement Aladi, Zhaoxia (Grace) Yi and Robert Marohn, USA

Abstract:
This study explores factors influencing shopper preferences for self-service technologies (SSTs) versus cashier-assisted checkout using the Technology Acceptance Model (TAM). Through 15 semi-structured interviews, we found that Perceived Ease of Use (PEOU) strongly predicts a preference for SSTs, while Perceived Usefulness (PU) and situational factors like queue length and item type also play significant roles. The results emphasize the need for user-friendly SST designs and suggest that retailers should optimize both SST and cashier experiences. Future research should examine the impact of situational and personal factors on SST adoption.