Behavioral Intentions of Customers Under the Technology Acceptance Model (TAM): Example of Migros Jet Kasa

Abstract

This study aims to reveal the attitudes and intentions of consumers towards self check-out points in their grocery shopping. For this purpose, a questionnaire was applied to consumers who used the Migros Jet Kasa (self check-out) payment points in Migros shopping stores at least once. In this direction, the results of the survey answered by 383 people were analyzed. As a result of the study it has been observed that technology use proficiency has a positive effect on both perceived ease of use and perceived usefulness. From this point of view, it can be stated that when the ability to use technology increases, perceived ease of use and perceived usefulness will increase. New technology concern does not significantly affect perceived ease of use and perceived usefulness. On the other hand, perceived ease of use affects attitude significantly and positively. Similarly, perceived usefulness also affects attitude in a meaningful and positive way. Therefore, it can be said that when both perceived ease of use and perceived usefulness increase, the attitude will increase in a positive way. Finally, attitude significantly and positively affects behavioral intention. It can be stated that when the attitude increases positively, the behavioral intention will also increase.

Keywords

• müşteri davranışı
• self servis teknolojileri
• self-checkout
• teknoloji kabul modeli
• migros jet kasa
• self service technologies
• self-checkout
• technology acceptance model
• migros jet kasa
• customer behavior