Purpose – The purpose of this paper is to investigate the effect of shopper age on attitudes toward and use of retail self‐service technology (SST). The age variable has received relatively little attention in the literature. Design/methodology/approach – Questionnaire responses from three age groups are compared. Also, cluster analysis is used to group subjects based on similarity in attitudes toward and use of SST. Findings – Compared to younger consumers, older consumers had experience with fewer types of SSTs, less confidence in using SST, reported missing human interaction to a greater degree, used self‐checkout less often when the option was available, were less willing to pay a premium for express checkout, and were more likely to attribute a corporate self‐interest for the introduction of SST. For the total sample of 718 subjects, 40 percent reported using store self‐checkout 15 percent of the time or less when the option was available. Only 25 percent of subjects reported using automated store checkout on more than half of their shopping occasions. Research limitations/implications – Only eight types of SST were studied and only one technology was investigated in depth. Practical implications – Based on the findings of this study, four managerial actions are recommended that may potentially increase traffic throughput at automated retail checkout. Originality/value – This is believed to be the first study to find significant differences among age groups on multiple dependent variables associated with SST. Also, the identification of consumer clusters based on attitudes toward and use of SST may be novel.
Managing Service Quality – Emerald Publishing
Published: May 16, 2008
Keywords: Self‐service; Shopping; Age groups; Consumer behaviour
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera