How do consumers perceive mobile self-checkout in fashion retail stores?

Abstract

Purpose Mobile self-checkout refers to scanning products using a mobile device inside a brick-and-mortar store and completing the checkout process on mobile devices. Even though mobile self-checkout has been used in other industries for several years, it is a new application in the fashion industry and only limited numbers of retailers have implemented mobile self-checkout in their stores. The purpose of this study is to understand consumers' acceptance of mobile self-checkout in fashion retail stores by analyzing determinants of using a new system. Design/methodology/approach Part of the Unified Theory of Acceptance and Use of Technology (UTAUT) was used as a theoretical framework. Openness to experience, variety seeking and adventure shopping were added to the model. Empirical data (with 229 valid responses) were collected from the top 20 metropolitan areas in the US via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling and multi-group moderation were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Findings The results indicated that consumers' intentions toward using mobile self-checkout in fashion retail stores were predicted by facilitating conditions, social influence and openness to experience. Moreover, consumers' previous experience of using mobile self-checkout in fashion retail stores moderated the path from facilitating conditions to behavioral intention and the path from social influence to behavioral intention. In addition, different genders and smartphone usage frequency did not vary significantly on the model paths. Practical implications The findings show how fashion retailers can understand consumers' preference and their willingness to use mobile self-checkout in fashion retail stores. Moreover, the authors addressed ways for fashion retailers to promote mobile self-checkout in the future. Originality/value As a new technology in the fashion industry, literature is deficient concerning consumers' intention to adopt mobile self-checkout. This research provided suggestions for fashion retailers about adopting and improving acceptance of mobile self-checkout. Results will lead to theoretical and managerial implications for future technology development.

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