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Self-checkout no retalho fast fashion: uma solução ou moda? perspetiva do cliente
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Abstract(s)
A combinação dos modelos de aceitação de tecnologia, designadamente o Technology Acceptance Model e o Unified Theory of Acceptance and Use of Technology 2, permitiu uma análise abrangente das perceções dos consumidores relativamente aos sistemas de self-checkout em lojas de fast fashion. Recorrendo a uma abordagem quantitativa alicerçada em análises de equações estruturais, o presente estudo revelou que a atitude e o hábito dos consumidores constituem os principais determinantes da intenção de utilização desses sistemas. Adicionalmente, a influência social assume-se como um fator relevante na aceitação dos self-checkouts.
Um dos resultados mais significativos da investigação é a constatação de que a perceção de utilidade é considerada mais importante do que a facilidade de uso. Este dado é de
suma importância para os gestores, uma vez que orienta as campanhas de marketing a enfatizar os benefícios práticos associados a estes sistemas. A disposição física dos selfcheckouts e a comunicação relacionada devem ser cuidadosamente planeadas para maximizar a aceitação por parte dos clientes.
Além disso, a disposição dos inquiridos em recomendar os sistemas a amigos e familiares indica que experiências positivas são essenciais para a aceitação. A formação contínua dos colaboradores sobre a operação e assistência aos clientes é igualmente crucial, dado que a interação humana continua a ser um elemento fundamental na experiência de compra. A investigação sugere que, apesar da crescente automação, a presença de funcionários capacitados em diferentes áreas da loja pode facilitar a transição para um modelo de compra mais autónomo, assegurando que os clientes se sintam apoiados.
Em suma, os sistemas de self-checkout apresentam um elevado potencial para se consolidar como uma tendência duradoura no setor do retalho. A implementação eficaz destas tecnologias exige uma compreensão aprofundada das necessidades dos consumidores, bem como a criação de um ambiente que promova a lealdade e a satisfação, garantindo experiências de compra enriquecedoras.
The combination of technology acceptance models, namely the Technology Acceptance Model and the Unified Theory of Acceptance and Use of Technology 2, enabled a comprehensive analysis of consumer perceptions of self-checkout systems in fast fashion stores. Using a quantitative approach based on structural equation analysis, this study found that consumer attitudes and habits are the main determinants of intention to use these systems. In addition, social influence is a relevant factor in the acceptance of selfcheckouts. One of the most significant findings of the research is that perceived usefulness is considered more important than ease of use. This is extremely important for managers as it guides marketing campaigns to emphasise the practical benefits associated with these systems. The physical layout of self-checkouts and the communication around them must be carefully planned to maximise customer acceptance. In addition, respondents' willingness to recommend the systems to friends and family suggests that a positive experience is essential for acceptance. Ongoing staff training on operation and customer service is also crucial, as human interaction remains a key element of the shopping experience. Research suggests that despite increasing automation, the presence of trained staff in different areas of the store can ease the transition to a more autonomous shopping model and ensure that customers feel supported. In short, self-checkout systems have the potential to become an enduring trend in retail. The effective implementation of these technologies requires a deep understanding of consumer needs, as well as the creation of an environment that fosters loyalty, satisfaction and an enriched shopping experience.
The combination of technology acceptance models, namely the Technology Acceptance Model and the Unified Theory of Acceptance and Use of Technology 2, enabled a comprehensive analysis of consumer perceptions of self-checkout systems in fast fashion stores. Using a quantitative approach based on structural equation analysis, this study found that consumer attitudes and habits are the main determinants of intention to use these systems. In addition, social influence is a relevant factor in the acceptance of selfcheckouts. One of the most significant findings of the research is that perceived usefulness is considered more important than ease of use. This is extremely important for managers as it guides marketing campaigns to emphasise the practical benefits associated with these systems. The physical layout of self-checkouts and the communication around them must be carefully planned to maximise customer acceptance. In addition, respondents' willingness to recommend the systems to friends and family suggests that a positive experience is essential for acceptance. Ongoing staff training on operation and customer service is also crucial, as human interaction remains a key element of the shopping experience. Research suggests that despite increasing automation, the presence of trained staff in different areas of the store can ease the transition to a more autonomous shopping model and ensure that customers feel supported. In short, self-checkout systems have the potential to become an enduring trend in retail. The effective implementation of these technologies requires a deep understanding of consumer needs, as well as the creation of an environment that fosters loyalty, satisfaction and an enriched shopping experience.
Description
Keywords
Retalho fast fashion Phygital Self-checkout Experiência de compra Fast fashion retail Shopping experience