SCIENCE@home

The Effects of Consumer Personality Types on the Attitudes and Usage of Self-Checkout Technology in the Retail Sector among 18-22 Years Old

Thomas W. Jackson,Paul Parboteeah,Siobhan Metcalfe-Poulton

Published 2014 in International Journal of Marketing Studies

ABSTRACT

The aim of the research is to understand the relationship between personality types and the use of self-checkout machines (SCO) in retail. Understanding this relationship will provide different perspectives of how and why consumers interact with this technology in order to implement the technology for improved use. This research presents the theory behind technology acceptance, consumer personalities, technology anxiety and human interaction before creating a questionnaire to understand the relationship between SCO use and personality types. The findings show a relationship between personality types and attitudes towards and usage of SCO. A number of situational factors are also found to have a significant effect on consumers’ decision to use SCO, of which speed and item quantity had a greater influence on attitudes and usage than personality type. As one of the first papers comparing personality types and the adoption of self-checkout technology, it provides a unique insight into how such technologies are used in retail. By understanding how different personalities view, and use, self-checkouts, they will be better able to optimise the customer experience when preparing to leave the store, and ultimately encourage them to return later.Research already exists that looks at self-service technology in different situations but little research exists that looks specifically at self-checkouts in retail environments. This paper addresses that lack by not only looking at attitudes towards self-check-outs, but also comparing those attitudes to personality types.

PUBLICATION RECORD

  • Publication year

    2014

  • Venue

    International Journal of Marketing Studies

  • Publication date

    2014-03-24

  • Fields of study

    Business, Psychology

  • Identifiers
    DOI 10.5539/IJMS.V6N2P15
  • External record

    Open on Semantic Scholar

  • Source metadata

    Semantic Scholar

CITATION MAP

EXTRACTION MAP

CLAIMS

  • No claims are published for this paper.

CONCEPTS

  • No concepts are published for this paper.

REFERENCES

Showing 1-24 of 24 references · Page 1 of 1

CITED BY

Showing 1-10 of 10 citing papers · Page 1 of 1