The Impact of Consumer Confusion on Mobile Self-Checkout Adoption

ABSTRACTThe number of brick and mortar retailers that have closed their doors or filed bankruptcy is staggering and crosses virtually every retail segment. As consumer demographics evolve and more consumers move to online purchasing, the question arises as to what role brick and mortar stores will play in the future. This pressure has driven retailers to employ new technology aimed at improving efficiency, reducing costs, and enhancing the consumer’s experience. This study, using diffusion of innovation as its theoretical lens, explores the impact of consumer confusion on the adoption of mobile self-checkout (MSCO) technology. A total of 217 responses were collected using crowdsourcing from respondents residing in the United States. Findings indicate that consumer confusion impacts usage intention through relative advantage (reducing consumer confusion) and compatibility. Relative advantage (saving time) positively impacts compatibility. Trialability and compatibility directly impact MSCO usage intention.