(Factors Affecting the Usage of Self-Service Technology in the Retailing and Their Results: A Study on Self-Service Checkout in Supermarkets)

Abstract

Purpose – The aim of this research is to investigate the factors affecting the usage of the self-service technologies. Self-service technology applications preferred by organizations for using their resources efficiently, factors affecting use of SST should be examined, in order to put forward to provide efficient use in supermarkets strategies. Design/methodology/approach – Data of this study is collected by structured questionnaires and 425 consumers were contacted in person at supermarkets. The questionnaires were administrated to consumers who have used the self-service checkout at least once in their whole life. The obtained data were analyzed and reported by SPSS 20 and AMOS 25 package programs. Findings – The results of the hypothesis testing demonstrate that 7 out of 21 hypotheses are unsupported but as expected the presumed relationships stated in remaining 14 hypotheses were significant. Discussion – Results provide evidence that some situational factors have a significant effect on consumers’ attitudes and perceived behavioral control. Besides as expected it is found that there are positive relationships between attitudes, perceived behavioral control and SST usage and also between usage and likely to recommend SSTs.