Systems, Design and Technologies Anxieties Towards Use of Self-service Checkout

Abstract

In response to the rapid development of technology, retailers increasingly consider innovative and interactive technological interfaces such as self-service technologies (SSTs) in the service delivery. The SST implies that people themselves perform tasks using technologies without direct personal assistance in the consumption context. Among various types of SST, retail self-checkouts have grown at a fast pace over the past five years. Yet not many studies have been conducted to understand younger customers' intention to use the self-checkout system in developing countries. This paper aims to understand how attitudes, subjective norm, perceived behavioral control, and technologies anxiety affect university students' intention to use the self-service checkout system, predicated on the theory of planned behavior. A set of hypotheses were developed. A total of 141 responses were collected from university students in Sunway University Malaysia over a two-week time frame. Data analysis was performed using Smart PLS. The use of partial least squares (PLS) is appropriate for exploratory studies of this type. Overall, the TPB-based model is useful in explaining younger consumers' intention to use the self-checkout system. Findings from this study contribute to the literature by exploring what drives younger consumers, especially higher education of university students to use the self-checkout system.