Vol 21 | Issue 2 | 150-170
Meenal Chauhan
Marketing Division,
School of Business Sciences, University of Witwatersrand, Johannesburg, South Africa
meenal.chhn@gmail.com
https://orcid.org/0000-0001-6236-0691
Prof. Neo Ligaraba *
Marketing Division,
School of Business Sciences, University of Witwatersrand, Johannesburg, South Africa
neo.ligaraba@wits.ac.za
https://orcid.org/0000-0002-3657-5645
Ushaib Asher
Management Division,
School of Business Sciences, University of Witwatersrand, Johannesburg, South Africa
ushaibasher7@gmail.com
https://orcid.org/0009-0009-6755-9953
*Corresponding author
Abstract
Despite the global growth of self-service checkout till points (SSCOTs), there is limited understanding of the factors influencing consumers’ adoption intention in emerging markets such as South Africa.
This study examines the influence of perceived ease of use, perceived usefulness, perceived reliability, perceived convenience, perceived enjoyment, perceived self-efficacy, attitudes, and perceived shopping well-being on consumers’ adoption intention of SSCOTs, while also investigating the moderating role of perceived security measures.
Data were collected from 230 young South African adults (18–35 years) and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to validate the measurement model and test the hypothesised relationships.
The results indicate that both functional and experiential perceptions significantly shape attitudes, which in turn influence adoption intention. Perceived enjoyment emerged as the strongest predictor, and perceived security strengthened the relationship between attitudes and adoption intention.
This study contributes to the literature by extending the Technology Acceptance Model (TAM) to include emotional and security-related constructs, providing a more comprehensive framework for understanding SSCOT adoption. Practically, the findings offer actionable insights for South African grocery retailers seeking to implement SSCOTs, helping to optimise user experience, build consumer trust, and enhance adoption.
Keywords: self-service checkout till points, adoption intention, perceived security, grocery retail, South Africa
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