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Tech Savvy Shoppers: A quantitative study of how Generation Z perceive self-service technology in the fashion retail sector
Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
2023 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Fashion retail stores are one of the settings where technology innovation is implemented to make the in-store experience more efficient than before. One of the innovations that are becoming increasingly common is self-service checkouts. Generation Z is the upcoming and new buying force for the retailers to target and this is what has been the foundation for the orientation of this thesis. The purpose of the research has been to examine factors that influence Generation Z usage of self-service checkouts in fashion retail stores in Sweden. In order to investigate this, the authors developed six hypotheses from previous research about convenience, time efficiency, attitude towards technology, subjective norms, interaction avoidance and fear of failure.

The primary data presented in the chapter for empirical findings were gained through a questionnaire where 384 respondents participated. The data was analyzed in the statistical software program SPSS in order to test the hypotheses. The findings were presented in the analysis chapter where it also was discussed with the literature to be able to identify if there were any similarities or differences.

The conclusion of this thesis shows that there are different factors that are influencing Generation Z to use self-service checkouts in fashion retail stores. Convenience emerges as the strongest influencing factor, while fear of failure holds the least influence on Generation Z's intention to utilize self-service checkouts. These findings aim to assist fashion retail companies in understanding the critical considerations when implementing self-service checkouts in-store.

Place, publisher, year, edition, pages
2023. , p. 79
Keywords [en]
Generation Z, Self-service checkout, Self-service technologies (SSTs), Self checkout, Tech savvy, Attitudes, Intention to use and Fashion retail stores.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-121217OAI: oai:DiVA.org:lnu-121217DiVA, id: diva2:1762305
Subject / course
Business Administration - Marketing
Educational program
Customer Experience Management Programme, 180 credits
Supervisors
Examiners
Available from: 2023-06-05 Created: 2023-06-02 Last updated: 2023-06-05Bibliographically approved

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fulltext(5658 kB)113 downloads
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Type fulltextMimetype application/pdf

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Kraft, OliviaJansson, FeliciaAppelquist, Wilma
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf