Factors affecting continuous user intention of Self-Service checkout systems in hypermarkets in Malaysia
Self-service technologies (SSTs) are increasingly being used in hypermarkets around the world to reduce operation costs, improve productivity and enhance the customer shopping experience. self-service checkout system has become popular in North America, South America, and Europe, and has begun to mo...
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis |
| Published: |
2023
|
| Subjects: | |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Self-service technologies (SSTs) are increasingly being used in hypermarkets around the world to reduce operation costs, improve productivity and enhance the customer shopping experience. self-service checkout system has become popular in North America, South America, and Europe, and has begun to move to Asia. However, in Malaysia, not all hypermarkets are using self-service checkout system to realize self-service technologies leap, and there is still a lack of exploration of the application of self-service checkout systems in hypermarkets. Few studies have shown what makes customers satisfied with self-service checkout systems and continue to use them. Hence, the goal of this research is to investigate the key factors that influence customers’ continuance use intention of self-service checkout system in hypermarkets. This research lays out an experimental exploration model in light of the extended unified theory of acceptance and use of technology (UTAUT2) and expectation confirmation model (ECM). The research structure depends on ten constructs which are performance expectancy, confirmation, hedonic motivation, trust, satisfaction, social influence, habit, facilitating condition, effort expectancy and continuance use intention. The data for this research have been collected from hypermarket shoppers who have just used self-service checkout system as respondents. A total of 400 questionnaires have been analyzed by Statistical Product and Service Solutions (SPSS) and Partial Least Squares Structural Equation Modeling (PLS-SEM). The research observed that the main drivers of self-service checkout system's continuous use intention are satisfaction, habit, social influence and performance expectancy. This research is not only integrating the UTAUT2 and ECM, but also enriches the theoretical perspective of self-service checkout system at hypermarket in Malaysia. It also provides valuable suggestions for Malaysian hypermarket players to formulate future development operation strategies based on customers’ perspective. |
|---|