Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/50375

How to Check Out? An Empirical Exploration of Customers’ Different Cognitive Processes in Retailing Context

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Title:How to Check Out? An Empirical Exploration of Customers’ Different Cognitive Processes in Retailing Context
Authors:Rinta-Kahila, Tapani
Penttinen, Esko
Pääsky, Hans-Petteri
Keywords:The Diffusions, Impacts, Adoption and Usage of ICTs upon Society
cognitive processing, dual-systems theory, retailing, self-service technology, technology adoption
Date Issued:03 Jan 2018
Abstract:Self-checkouts (SCOs) have become an integral part of many retail servicescapes. While SCOs have the potential to improve service while simultaneously cutting operations costs, achieving satisfactory utilization rates for them can be challenging. As these systems come with high investment costs, it is important for managers to understand how customers choose between traditional service and self-service technology. To understand this choice better, we study the cognitive processes consumers use in their decision-making through the lens of dual-systems theories. We conduct an exploratory field study where we observe and interview customers checking out from retail stores. We discover four distinct customer types regarding the extent of reflexive (automatic) and reflective (deliberate) processing they use in their checkout selection: habitual traditional checkout users, habitual SCO users, situational users, and drifting users. Moreover, we find that the processing styles are highly related to the different stages of technology acceptance.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/50375
ISBN:978-0-9981331-1-9
DOI:10.24251/HICSS.2018.487
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: The Diffusions, Impacts, Adoption and Usage of ICTs upon Society


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