Behavioral Intentions of Customers Under the Technology Acceptance Model (TAM): Example of Migros Jet Kasa

Cemal Gümüş; Selda Fındıklı; Emine Pınar Saygın

doi:10.15869/itobiad.1296686

EN TR

Behavioral Intentions of Customers Under the Technology Acceptance Model (TAM): Example of Migros Jet Kasa

Abstract

This study aims to reveal the attitudes and intentions of consumers towards self check-out points in their grocery shopping. For this purpose, a questionnaire was applied to consumers who used the Migros Jet Kasa (self check-out) payment points in Migros shopping stores at least once. In this direction, the results of the survey answered by 383 people were analyzed. As a result of the study it has been observed that technology use proficiency has a positive effect on both perceived ease of use and perceived usefulness. From this point of view, it can be stated that when the ability to use technology increases, perceived ease of use and perceived usefulness will increase. New technology concern does not significantly affect perceived ease of use and perceived usefulness. On the other hand, perceived ease of use affects attitude significantly and positively. Similarly, perceived usefulness also affects attitude in a meaningful and positive way. Therefore, it can be said that when both perceived ease of use and perceived usefulness increase, the attitude will increase in a positive way. Finally, attitude significantly and positively affects behavioral intention. It can be stated that when the attitude increases positively, the behavioral intention will also increase.

Keywords

Self Service Technologies , Self-Checkout , Technology Acceptance Model , Migros Jet Kasa , Customer Behavior

Müşterilerin Teknoloji Kabul Modeli (TAM) Kapsamında Davranışsal Niyetleri: Migros Jet Kasa Örneği

Öz

Bu çalışma, tüketicilerin market alışverişlerinde self check-out noktalarına yönelik tutum ve niyetlerini ortaya çıkarmayı amaçlamaktadır. Bu amaçla Migros alışveriş mağazalarında Migros Jet Kasa (self check-out) ödeme noktalarını en az bir kez kullanan tüketicilere anket uygulanmıştır. Bu doğrultuda 383 kişinin cevapladığı anketin sonuçları analiz edilmiştir. Araştırma sonucunda teknoloji kullanım yeterliliğinin hem algılanan kullanım kolaylığı hem de algılanan fayda üzerinde olumlu bir etkiye sahip olduğu görülmüştür. Buradan hareketle teknoloji kullanma becerisi arttıkça algılanan kullanım kolaylığı ve algılanan faydanın artacağı ifade edilebilir. Yeni teknoloji endişesi, algılanan kullanım kolaylığını ve algılanan kullanışlılığı önemli ölçüde etkilemediği görülmüştür. Öte yandan algılanan kullanım kolaylığı, tutumu anlamlı ve olumlu yönde etkilemektedir. Benzer şekilde algılanan fayda da tutumu anlamlı ve olumlu yönde etkiler. Dolayısıyla hem algılanan kullanım kolaylığı hem de algılanan fayda arttıkça tutumun da olumlu yönde artacağı söylenebilir. Son olarak, tutum, davranışsal niyeti önemli ölçüde ve olumlu yönde etkiler. Tutum olumlu yönde arttığında davranışsal niyetin de artacağı ifade edilebilir.

Anahtar Kelimeler

Müşteri davranışı , Self Servis Teknolojileri , Self-Checkout , Teknoloji Kabul Modeli , Migros Jet Kasa

References

Archimi, C. S., Reynaud, E. Yasin, H. M. & Bhatti, Z. A. (2018). How perceived corporate social responsibility affects employee cynicism: The mediating role of organizational trust. Journal of Business Ethics, 151(4), 907-921.
Arifin, W. N. (2015). The graphical assessment of multivariate normality using SPSS. Education in Medicine Journal, 7(2), 71-75.
Bailey, A. A., Pentina, I., Mishra, A. S., & Ben Mimoun, M. S. (2017), “Mobile payments adoption by US consumers: an extended TAM. International Journal of Retail & Distribution Management, 45(6), 626-640. DOI: 10.1108/IJRDM-08-2016-0144.
Bateson, J.E.G. (1985). Self-service consumer: an exploratory study. Journal of Retailing, Vol. 61 No. 3, pp. 49-76.
Bhatiasevi, V., & Naglis, M. (2016). Investigating the structural relationship for the determinants of cloud computing adoption in education. Education and Information Technologies, 21, 1197-1223.
Campbell, C. S., Maglio, P. P., & Davis, M. M. (2011). From self-service to super-service: a resource mapping framework for co-creating value by shifting the boundary between provider and customer. Information Systems and E-Business Management, 9, 173-191.doi:10.1007/s10257-010-0142-4 .
Castillo-Manzano, J. I., & López-Valpuesta, L. (2013). Check-in services and passenger behavior: Self service technologies in airport systems. Computers in Human Behavior. 29(6), 2431-2437.
Chien, A. W., Kurnia, S., & von Westarp, F. (2003). The acceptance of online grocery shopping, BLED 2003 Proceedings, 52.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
Çelik, Y. (2020). Self Servı̇s Kasa Sı̇stemlerı̇nı̇n Kullanılabı̇lı̇rlı̇k Karşılaştırması (Master's thesis, Bahçeşehir Üniversitesi).

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
Davis, F.D. (1986), Technology Acceptance Model for Empirically Testing New and User Information Systems: Theory and Results, Doctoral Dissertation, MIT.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, September.
Dabholkar, P. A. (1994). Technology-based service delivery: a classification scheme for developing marketing strategies. Advances in Services Marketing and Management, 3(1), 241-271.
Dogtownmedia, (2023). Computer Vision and AI self-checkout solutions Avaliable at: https://www.dogtownmedia.com/computer-vision-and-ai-powered-self-checkout-solutions/, date of access: 28. 08. 2023
Doğrul, Ü., & Koşar, A. Perakendecilik Sektöründe Tüketicilerin Kasiyersiz Kasalara Adaptasyonunu Etkileyen Faktörlerin İncelenmesi Üzerine Ampirik Bir Çalışma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 101-116.
Driediger, F., & Bhatiasevi, V. (2019). Online grocery shopping in Thailand: Consumer acceptance and usage behavior. Journal of Retailing and Consumer Services, 48, 224-237.
Edition, (2022). Nobody likes self-checkout. Here’s why it’s everywhere Avaliable at: https://edition.cnn.com/2022/07/09/business/self-checkout-retail/index.html, date of access: 04.02.2023
Elmas, T. (2019). Mobil jet kasa tasarımı (Master's thesis, Altınbaş Üniversitesi).
Fishbein, M., & Ajzen, I. (1975), Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research, MA: Addison-Wesley.
Fitzsimmons, J. A. (2003). Is self‐service the future of services? Managing Service Quality: An International Journal, 13(6), 443-444.
Fornell, C., & D. F. Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39 – 50.
Fortune, (2022). The global self-checkout system market is projected to grow from $4.51 billion in 2022 to $12.01 billion by 2029, at a CAGR of 15.0% in forecast period”, https://www.fortunebusinessinsights.com/self-checkout-system-market-106779, (Erişim: 07.02.2023).
Fu, H. P., Chang, T. H., Lin, S. W., Teng, Y. H., & Huang, Y. Z. (2023). Evaluation and adoption of artificial intelligence in the retail industry. International Journal of Retail & Distribution Management, 51(6), 773-790.
Garg, A. K. (2019). Self-Checkout Systems For Grocery Stores in Dublin! A Customers’perspective, Master’s Thesis, Technological University Dublin.
Gülşen, İ. (2019). İşletmelerde Yapay Zekâ Uygulamaları ve Faydaları: Perakende Sektöründe Bir Derleme, Tüketici ve Tüketim Araştırmaları Dergisi, 11(2), 407-436
Gülşen, İ., & Özdemir, Ş. (2018). Perakendecilikte teknolojik yenilikler ve uygulamalar. Pazarlama Teorisi ve Uygulamaları Dergisi, 4(1), 869-876.
Gültekin, Y., & Esen, S. K. (2020). Perakendecilikte Self Servis Teknoloji Kullanımını Etkileyen Faktörler ve Sonuçları: Süpermarketlerde Self Servis Kasalar Üzerine Bir Çalışma, İşletme Araştırmaları Dergisi, 12(2), 1622-1638.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis. China: Cengage.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage.
Hanseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Heritagecalling, (2022). “How Endland’s First Self-Service Store Heralded the Birth of the Modern Supermarket”, https://heritagecalling.com/2023/01/12/how-englands-first-self-service-store-heralded-the-birth-of-the-modern-supermarket/, (Erişim: 04.02.2022).
Hu, L., & Bentler, P. (1999). Cut off criteria for fit ındexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
Inman, J. J., & Nikolova, H. (2017). Shopper-facing retail technology: A retailer adoption decision framework incorporating shopper attitudes and privacy concerns. Journal of Retailing, 93(1), 7-28.
Ivanov, S., & Webster, C. (2019). Conceptual framework of the use of robots, artificial intelligence and service automation in travel, tourism, and hospitality companies. Robots, artificial intelligence, and service automation in travel, tourism and hospitality, 7-37.
Kaǧıtçıbaşı, Ç., ve Cemalcılar, Z. (2016). Dünden Bugüne İnsan ve İnsanlar, Sosyal Psikolojiye Giriş. İstanbul: Evrim yayınevi.
Kahrimanoğlu, T. (2019). Jet kasa (Self-checkout) hizmet kalitesinin perakende hizmet kalitesi ve algılanan değere etkisi: Migros süpermarket çalışması (Master's thesis, Altınbaş Üniversitesi).
Kalaycı, Ş. (2017). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Dinamik Akademi Yayın Dağıtım.
Karaömerlioğlu, D., & Özeltürkay, E. Y. (2018). Teknoloji çocuklarının akıllı perakendecilik uygulamalarına ilişkin deneyim ve beklentilerini belirlemeye yönelik keşifsel bir çalışma. Gençlik Araştırmaları Dergisi, 6(15), 135-158.
Kement, Ü. (2019). Yeşil tutumunun davranışsal niyet türlerine etkisi: Yeşil imajın aracılık rolü. OPUS International Journal of Society Researches, 10(17), 370-394.
Kim, H. Y., Lee, J. Y., Mun, J. M., & Johnson, K. K. (2017). Consumer adoption of smart in-store technology: assessing the predictive value of attitude versus beliefs in the technology acceptance model. International Journal of Fashion Design, Technology and Education, 10(1), 26-36.
Kurumu, R. (2021). Türkiye HTM Perakendeciliği Sektör İncelemesi Ön Raporu. Ankara: Rekabet Kurumu.
Lee, H. J., Cho, H. J., Xu, W., & Fairhurst, A. (2010). The influence of consumer traits and demographics on intention to use retail self‐service checkouts. Marketing Intelligence & Planning, 28(1), 46-58.
Liu, C., Marchewka, J. T., Lu, J. & Yu, C. S. (2005). Beyond concern: A privacy-trust behavioral intention model of electronic commerce. Information & Management, 42, 289-304.
Malhotra, N. K., Kim, S. S., & Patil, A. (2006). Common method variance in IS research: comparison of alternative approaches and a reanalysis of past research. Management Science, 52(12), 1865–1883.
Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of consumer research, 31(2), 324-332.
Maulana, F., Putra, R. P., & Hanafiah, N. (2021, October). Self-checkout system using RFID (Radio Frequency Identification) technology: A survey. In 2021 1st International Conference on Computer Science and Artificial Intelligence (ICCSAI) (Vol. 1, pp. 273-277). IEEE.
McKinsey, (2022). Navigating the market headwinds: The state of grocery retail 2022 Avaliable at:https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20grocery%20europe%202022/navigating-the-market-headwinds-the-state-of-grocery-retail-2022-europe.pdf, date of access: 03.02.2023
McKinsey, (2022). The State of Grocery Retail 2022 Avaliable at: https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20grocery%20europe%202022/navigating-the-market-headwinds-the-state-of-grocery-retail-2022-europe.pdf date of access: 05.02.2022
McWilliams, A., Anitsal, I., & Anitsal, M. M. (2016). Customer vs. employee perceptions: A review of self- service technology options as illustrated in self-checkouts in U.S. retail industry. Academy of Marketing Studies Journal, 20(1), 79–98.
Mendat, C. C., & Mayhorn, C. B. (2007, October). An evaluation of self-checkout systems. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting (Vol. 51, No. 17, pp. 1011-1014). Sage CA: Los Angeles, CA: SAGE Publications.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50-64
Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899-906.
Migros Kurumsal, (2023), Migros Hakkımızda Avaliable at: https://www.migroskurumsal.com/hakkimizda/markalarimiz, date of access: 13.09.2023
Ncr.co (2022). Self-Checkout: A Global Consumer Perspective Avaliable at: https://www.ncr.co.jp/wpcontent/uploads/files/solutions/self/fl/fl_wpa/RET_SCO_wp.pdf, date of access: 04.02.29023
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer services, 21(2), 118-129.
Ozdemir, A. (2022). Porter Jenerik Rekabet Stratejileri: Türkiye Perakende Market Zincirleri. Al Farabi Uluslararası Sosyal Bilimler Dergisi, 7(4), 50-59.
Özkavukcu, A. (2017). Hoshin Kanri sistematiği altında aksiyomlarla ürün ve süreç tasarımı: Perakende sektöründe bir uygulama. (Doktora Tezi, İstanbul Teknik Üniversitesi)
Öztürk, S., Kıygı, S., Ürper, C., & Özgür, U. (2015, October). Comparing non-users, moderate users and high users of self-service technologies in an emerging economy. In Thriving in a New World Economy: Proceedings of the 2012 World Marketing Congress/Cultural Perspectives in Marketing Conference (pp. 138-142). Cham: Springer International Publishing.
Porter, M. E., & Kramer, M. R. (2019). Creating shared value. In Managing sustainable business (pp. 323-346). Springer, Dordrecht.
Qikserve, (2022). The evolution of self-service technology Avaliable at: https://qikserve.com/the-evolution-of-self-service-technology/, date of access: 04.02.2022
Pallant, J. (2011). SPSS survival manual: A step-by-step guide to data analysis using SPSS (4th ed.). New York: Open University Press.
Pillai, R., Sivathanu, B., & Dwivedi, Y. K. (2020). Shopping intention at AI-powered automated retail stores (AIPARS). Journal of Retailing and Consumer Services, 57, 102207.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Nathan, P. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879–903.
Renko, S., & Druzijanic, M. (2014). Perceived usefulness of innovative technology in retailing: Consumers׳ and retailers׳ point of view, Journal of Retailing and Consumer services, 21(5), 836-843.
Retailhumanresources, (2022). Sainsbury’s opens on site of first self-service süpermarket Avaliable at: https://www.retailhumanresources.com/business-news/sainsbury-s-opens-on-site-of-first-self-service-supermarket, date of access: 04.02.2022
Schneider, H. (1992). U.S. Patent No. US 5083638 A. Washington, DC: U.S. Patent and Trademark Office. Avaliable at: https://patents.justia.com/patent/5083638, date of access: 09.02.2022
Severin W. J. & Tankard J. W. (2001). Communication theories: origins methods and uses in the mass media (5th ed.). Addison Wesley Longman.
Sharma, P., Ueno, A., & Kingshott, R. (2021). Self-service technology in supermarkets–do frontline staff still matter? Journal of Retailing and Consumer Services, 59, 102356.
Statista, (2022). Share of marketer budgets to be spent on metaverse marketing and advertising in the United States in 2023 Avaliable at: https://www.statista.com/statistics/1345237/marketing-budgets-devoted-to-metaverse-us/, date of access: 10.12.2022.
Statista, (2023). Here's how artificial intelligence can benefit the retail sector Avaliable at: https://www.weforum.org/agenda/2023/01/here-s-how-artificial-intelligence-benefit-retail-sector-davos2023/, date of access: 28.08.2023
Supermarketnews, (1999). Turkish retailers aims for cashier-free checkout https://www.supermarketnews.com/archive/turkish-retailer-aims-cashier-free-checkout, date of access: 04.02.2022
Tabachnick, B., & Fidell, L. (2012). Using multivariate statistics (Global Edition). USA: Pearson.
Taufik, N., & Hanafiah, M. H. (2019). Airport passengers' adoption behaviour towards self-check-in Kiosk Services: the roles of perceived ease of use, perceived usefulness and need for human interaction. Heliyon, 5(12), e02960.
Taylor, E. (2018). COPS and robbers: Customer operated payment systems, self-service checkout and the impact on retail crime. Retail crime: International evidence and prevention, 99-119.
Thomas-Francois, K., & Somogyi, S. (2022). Self-Checkout behaviours at supermarkets: does the technological acceptance model (TAM) predict smart grocery shopping adoption? The International Review of Retail, Distribution and Consumer Research, 1-23.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
Yıldırım, F., & Taştekin, K. (2020). Perakende yönetiminde teknoloji kullanımının algılanan hizmet kalitesindeki önemi: gıda perakendeciliği üzerine bir araştırma. İstanbul Ticaret Üniversitesi Girişimcilik Dergisi, 3(6), 75-88.
Zaman, U., Koo, I., Abbasi, S., Raza, S. H., & Qureshi, M. G. (2022). Meet your digital twin in space? Profiling international expat’s readiness for metaverse space travel, tech-savviness, COVID-19 travel anxiety, and travel fear of missing out. Sustainability, 14(11), 6441.
Zebra, (2022). The World Has Changed Have Retailers? Avaliable at: https://www.zebra.com/content/dam/zebra_dam/en/reports/vision-study/retail-shopper-report-vision-study-2023-en-us.pdf, date of access: 02.02.2022
Zedeli, A. R. (2021). Günümüzde kent meydanlarında bir etkileşim yöntemi olarak kiosk: İnteraktif tasarım uygulaması, (Doktora Tezi, Yıldız Teknik Üniversitesi)
Wolpert, S., & Roth, A. (2020). Development of a classification framework for technology based retail services: A retailers’ perspective. The International Review of Retail, Distribution and Consumer Research, 30(5), 498-537.
Woolworthmuseum, (2022). Natural selection? Avaliable at: https://www.woolworthsmuseum.co.uk/1950s-firstselfservice.htm, date of access: 05.02.2022

Details

Primary Language

English

Subjects

Business Administration

Journal Section

Research Article

Authors

Cemal Gümüş
0000-0002-0283-1073
Türkiye

Selda Fındıklı
0000-0002-4341-3249
Türkiye

Emine Pınar Saygın ^*
0000-0001-8435-2924
Türkiye

Early Pub Date

September 25, 2023

Publication Date

September 30, 2023

Submission Date

May 14, 2023

Acceptance Date

September 21, 2023

Published in Issue

Year 2023 Volume: 12 Number: 3

DOI

https://doi.org/10.15869/itobiad.1296686

IZ

https://izlik.org/JA84NT73GZ

APA

Gümüş, C., Fındıklı, S., & Saygın, E. P. (2023). Behavioral Intentions of Customers Under the Technology Acceptance Model (TAM): Example of Migros Jet Kasa. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 12(3), 1874-1903. https://doi.org/10.15869/itobiad.1296686

Cited By

Modular Buildings as a Potential for Small Trade Development in a Sustainable City

Sustainability

https://doi.org/10.3390/su17135958

Journal of the Human and Social Science Researches is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).

35894