Exploring the adoption of self-service checkouts and the associated social obligations of shopping practices

Exploring the adoption of self-service checkouts and the associated social obligations of... While retailers and other service providers are increasingly introducing self-service checkouts into stores, these technologies do not have universal appeal for consumers. The literature offers limited understanding of how self-service checkouts influence shopping practices and consumers’ experiences of the in-store environment. Using the lens of practice theory, this paper explores adoption of self-service checkouts by consumers. Semi-structured face to face interviews were used to capture consumers’ discursive accounts of their shopping practices, and to examine their interactions with self-service checkouts. Findings illustrate that unwilling customers feel a sense of social obligation to use self-service checkouts at times in order to help others. This study provides a broader appreciation of how consumers engage with self-service checkout processes, and extends understanding of how consumers manage the paradoxes that surround the introduction of in-store technologies by retailers. The managerial implications of self-service checkouts for retailers are also discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

Exploring the adoption of self-service checkouts and the associated social obligations of shopping practices

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0969-6989
D.O.I.
10.1016/j.jretconser.2018.01.016
Publisher site
See Article on Publisher Site

Abstract

While retailers and other service providers are increasingly introducing self-service checkouts into stores, these technologies do not have universal appeal for consumers. The literature offers limited understanding of how self-service checkouts influence shopping practices and consumers’ experiences of the in-store environment. Using the lens of practice theory, this paper explores adoption of self-service checkouts by consumers. Semi-structured face to face interviews were used to capture consumers’ discursive accounts of their shopping practices, and to examine their interactions with self-service checkouts. Findings illustrate that unwilling customers feel a sense of social obligation to use self-service checkouts at times in order to help others. This study provides a broader appreciation of how consumers engage with self-service checkout processes, and extends understanding of how consumers manage the paradoxes that surround the introduction of in-store technologies by retailers. The managerial implications of self-service checkouts for retailers are also discussed.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: May 1, 2018

References

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