Merchandising/Marketing/Retailing: Management

How Do Consumers Perceive Mobile Self-checkout in Fashion Retail Stores?

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Abstract

This research investigated consumers' intention towards using mobile self-checkout in fashion retail stores. Part of the Unified Theory of Acceptance and Use of Technology (UTAUT) was used as a theoretical framework. Openness to experience, variety seeking, and adventure shopping were added to the model. Empirical data (with 229 valid responses) were collected from the top 20 US metropolitan areas via Qualtrics Panel services. Structural equation modeling, moderation test with linear regression, and independent samples T-tests were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that consumers’ intentions towards using mobile self-checkout in fashion retail stores were predicted by facilitating conditions, social influence, and openness to experience. Theoretical and practical implications were presented.

Keywords: Technology in fashion industry, Consumer perception, UTAUT, Mobile self-checkout

How to Cite:

Liang, Y., Lee, S. & Workman, J. E., (2020) “How Do Consumers Perceive Mobile Self-checkout in Fashion Retail Stores?”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12086