| Abstract [eng] |
Self-service checkouts are defined as technologies that allow services to be obtained without direct contact with an employee. As competition in the market increases, retail representatives are implementing various technologies to stand out, providing pleasant experiences to consumers and thereby increasing their popularity. The restrictions imposed by the COVID-19 pandemic have affected consumer behavior, which has influenced the evolution of self-service technologies and increased their popularity. The problem of this master's thesis is to identify the factors that influence the intention to use self-service checkouts in retail, and accordingly, the goal is to identify these factors and how they influence consumer intentions to use self-service checkouts in retail. The work consists of three main sections: analysis of scientific articles and literature, research methodology, and analysis of research results and conclusions. It is based on three models and theories: the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the Value-based Acceptance Model (VAM). Based on other authors' research methods, a quantitative online survey was chosen, consisting of 14 questions. For the master's thesis research, data from 219 respondents were surveyed and analyzed. The main research variables are social needs, technological savvy, technological anxiety, perceived usefulness, perceived ease of use, and intention to use self-service checkouts. After performing empirical data processing methods and analyzing them, the results showed that social needs negatively affect the perceived usefulness of self-service checkouts, and technological anxiety negatively affects the perceived ease of use of self-service checkouts. Technological savvy has a greater impact on perceived ease of use than on perceived usefulness. Both perceived usefulness and perceived ease of use have a positive effect on the intention to use self-service checkouts. Additionally, younger consumers tend to find self-service checkouts more useful and easier to use compared to older consumers. |
