A Study on Factors Affecting Intention of Ai Enabled Self Checkout Retail Customer

Abstract

Artificial intelligence (AI) enabled checkout technology is a new innovation in the rapidly changing retail sector. Using a sample of customers of retail sector in Delhi NCR this study examined the effects of technology quality of AI, personalisation quality, level of AI’s intelligence on consumers’ intention towards the AI enabled self-checkout. Multiple regression was used to analyse the data. By explaining shoppers' attitudes towards AI-enabled checkouts, this study indicates that the perceived convenience of such checkouts can reduce anxiety in acceptance of this innovative technology. This study adds up to the consumer behaviour literature and the developing framework of marketing literature and offers to marketers and retail owners a better understanding of the influence of AI-enabled technology on consumers’ attitude.