Citation

Meng, Yao Zhang and Hassan, Hasliza and Migin, Melissa Wendy (2022) Self-Checkout System in Hypermarkets. In: Postgraduate Social Science Colloquium 2022, 1 - 2 June 2022, Online.

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Abstract

Background - 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 (Orel and Kara, 2014). Self-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�checkout system to realize self-service technologies leap. Most of the hypermarkets that are offering the self-checkout system are located at urban and suburban areas (Siah and Fam, 2017; Hassan et al., 2013). Therefore, the objective of this research is to explore the constructs that affect customers' continuance�use intention of self-checkout system. Purpose - The main objective of this research is: To study the key factors that affect customers' continuance use intention of self-checkout system in hypermarkets. Methodology - This research establishes an empirical research model based on the extended unified theory of acceptance and use of technology (UTAUT2) and expectation confirmation model (ECM). The research framework is based on ten constructs which are performance expectancy, confirmation, effort expectancy, hedonic motivation, trust, satisfaction, habit, facilitating condition, social influence and continuance use intention. The data for this research will be collected from hypermarket shoppers who have just used self-checkout system as respondents. A total of 500 questionnaires will be distributed and analyzed by Statistical Product and Service Solutions (SPSS) and Partial Least Squares Structural Equation Modeling (PLS-SEM). Expected Contributions- This research is not only integrating the UTAUT2 and ECM, but also enriches the theoretical perspective of self-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. Research limitations - This research is due to the influence of covid-19, 165 sample data were collected through online survey. The online questionnaire survey cannot control the seriousness of respondents' participation in the survey. In the collection of online questionnaires, not every questionnaire can be taken seriously by the respondents. Originality - This research using quantitative method to carry out empirical research on the model not only enriches the research of self-checkout system, but also enhance the theoretical significance. On the other hand, this research will assist hypermarkets to clarify the direction of improving the quality of self�service, reduce customer churn and increase customer stickiness on practical basis.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Self-checkout system, Hypermarkets, Selangor
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5446-5459 Canvassing. Peddling
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	17 Aug 2022 07:12
Last Modified:	17 Aug 2022 07:12
URII:	http://shdl.mmu.edu.my/id/eprint/10410

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