Self-service technology in supermarkets : an insight on the factors influencing the attitude toward and actual use of self-service technology within the local market

Abstract

Purpose - The first objective of this study consisted in inquiring on any influence exerted by antecedent components on the attitude and actual use of self-service technology (SST). Second, situational factors were assessed for dependent variables associated with behavioural intentions. The secondary objective consisted in identifying any significant dependent variables among the demographic variables. The scope is limited to studying a supermarket context. Design/methodology/approach - A quantitative approach has been taken by testing a set of hypotheses developed from the conceptual framework. 250 customers of a major local supermarket have participated. Findings - The hypotheses related to the TAM and the influential impact of TR were confirmed. The relationships regarding the need for human interaction and focal product experiences were identified, while perceived waiting time was proven to be significant for situational factors. Finally customers' age and gender were not found to be influential. Research limitations/implications - This study examined established academic literature associated with SST to develop a conceptual model. The objective was to assess the validity of these concepts. However the concepts could not be assessed in depth due to the general nature of the study. Practical implications - An understanding of these factors helps managers to identify the key considerations regarding the specifications of the SST checkout machines, and the strategies to ensure their successful introduction. Originality/value - This research provides a valuable insight into the entrepreneurial introduction of SST within local supermarkets.