FACTORS INFLUENCING CONSUMERS' INTENTION TO USE SELF-SERVICE CHECKOUT KIOSK (SSCK) TECHNOLOGY IN SUPERMARKETS IN THAILAND

Abstract

This research aimed to: 1) examine the effect of factors influencing the attractiveness of alternatives, and 2) investigate the effect of the attractiveness of alternatives on loyalty/continued use. The sample consisted of consumers who had prior experience using self-service checkout kiosk technology in supermarkets in Thailand. A questionnaire was used as the research instrument. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis. The research findings revealed that: 1) The technology acceptance factors of Self-Service Checkout Kiosks in supermarkets, namely novelty seeking, design aesthetics, ease of use, and enjoyment, significantly influenced the attractiveness of alternatives at the .05 statistical significance level, accounting for 67.90% of the variance in the attractiveness of alternatives. 2) The attractiveness of alternatives significantly influenced loyalty/intention to continue using the technology at the .05 statistical significance level, accounting for 61.60% of the variance in loyalty/intention to continue using.