A study among non-users
and users of no-checkout
technologies:
A critical review of the TAM model & attitude and usage intentions in
the Netherlands toward no-checkout technologies
Introducing no-checkout
technologies
• The retail industry is rapidly changing
• Technological changes • Introducing no-checkout
technologies: world’s most
Introducing Tap to go
• No-checkout technologies in the Netherlands
• AH to go introduces ”Tap to go” in Amsterdam & Zaandam
• Is the Dutch market ready for no-checkout technologies and what drives shoppers to decide whether or not to use this?
Technology Acceptance Model - TAM model:
“A useful foundation to build further on researching user acceptance of no-checkout technologies”
Source: Davis, 1989.
1) Scientific relevance
Reviewing the appliance of the TAM model
2) Managerial relevance
Applying the extended TAM model to non-users and users of no-checkout
technologies
“Which variables can contribute to the Technology Acceptance Model in order to improve this model, and when this model is applied to no-checkout technologies to which insights
does this result about the drivers of non-users and users in the Netherlands of no-checkout technologies?”
• Technology Acceptance Model
Perceived usefulness & perceived ease of use
Source: Davis, 1989.
• Theory of Planned Behavior
Subjective norms & perceived behavioral control
Source: Azjen, 1991.
• Expectancy Disconfirmation
Theory
Disconfirmation & satisfaction
Source: Oliver, 1980.
Conceptual model 1 - Non-users:
Conceptual model 2 - Users:
2) Managerial relevance:
Applying the extended
TAM model
• Data collection
- Non-users (N = 74) Online surveys
- Users (N = 47)
Data collection at AH to go stores
• Data analysis
- Smart PLS
- Useful for small sample sizes & exploratory research
Results non-users
• 4 out of 6 hypotheses accepted • 2 insignificant hypotheses
- Context dependent problem of the scale
Results users
• Additional test: model split
- Less structural paths, relatively more respondents
- Significant effect of perceived behavioral control à intention
• 6 out of 9 hypotheses accepted • 3 insignificant hypotheses
- Less experience
• Confirmation TAM and TPB
A positive attitude against no-checkout technologies leads to higher usage intentions for both non-users and users
• Social pressure is not as important as expected yet
Current users as early adopters
• Misinterpretation EDT • Managerial appliance
Creating a positive attitude & increase knowledge
