Investigating the Roles of Technological and Consumer Characteristics on Behavioural Intention to Adopt Self-Service Checkout Kiosks

Abstract

The post-pandemic era causes retailers to rethink the business operation model to reduce human forces, and people are more reliant on smart retail technologies. Despite the trend being favourable to retail digitalisation, the geographical discrepancy and inconsistent diffusion of self-service checkout kiosks indicated that the insights from developed countries are less explainable in the adoption process in Malaysia. Therefore, the present study aims to investigate the roles of technological and consumer characteristics on the behavioural intention to adopt self-service checkout kiosks. The in-field survey was conducted in Klang Valley, and the researchers finally obtained 237 valid responses for PLS-SEM analysis. The findings indicate that perceived advantage, security, and consumer innovativeness significantly influence the behavioural intention to adopt self-service checkout kiosks. The perceived complexity is insignificant in relation to the intention. The present study suggests better insights that may help researchers establish a smart retail model to explain consumer behaviours better. Also, the findings provide retailers with adoption strategies for the successful implementation of self-service checkout kiosks in retail stores. Future research recommendations could help researchers refine the literature on smart retailing, technology adoption, consumer behaviour and the diffusion of innovation theory.