ABSTRACT
Fac o s in luencing he adop ion in en ion o
sel -se ice checkou ill poin s in Sou h
A ican g oce y e ail: he mode a ing ole o
pe cei ed secu i y measu es
Meenal Chauhan
Ma ke ing Di ision,
School o Business Sciences,
Uni e si y o Wi wa e s and,
Johannesbu g, Sou h A ica
h ps://o cid.o g/0000-0001-6236-
0691
[email p o ec ed]
P o . Neo Liga aba *
Ma ke ing Di ision,
School o Business Sciences,
Uni e si y o Wi wa e s and,
Johannesbu g, Sou h A ica
h ps://o cid.o g/0000-0002-3657-
5645
[email p o ec ed]
* Co esponding au ho
Ushaib Ashe
Managemen Di ision,
School o Business Sciences,
Uni e si y o Wi wa e s and,
Johannesbu g, Sou h A ica
h ps://o cid.o g/0009-0009-6755-
9953
[email p o ec ed]
The Re ail and Ma ke ing Re iew
Volume 21, Issue 2, No embe 2025, Pages 150-170
Doi: h ps://doi.o g/10.5281/zenodo.17347614
Despi e he global g ow h o sel -se ice checkou ill poin s (SSCOTs), he e is limi ed unde s anding o he ac o s
in luencing consume s’ adop ion in en ion in eme ging ma ke s such as Sou h A ica.
This s udy examines he in luence o pe cei ed ease o use, pe cei ed use ulness, pe cei ed eliabili y, pe cei ed
con enience, pe cei ed enjoymen , pe cei ed sel -e icacy, a i udes, and pe cei ed shopping well-being on consume s’
adop ion in en ion o SSCOTs, while also in es iga ing he mode a ing ole o pe cei ed secu i y measu es.
Da a we e collec ed om 230 young Sou h A ican adul s (18–35 yea s) and analysed using Pa ial Leas Squa es
S uc u al Equa ion Modelling (PLS-SEM) o alida e he measu emen model and es he hypo hesised ela ionships.
The esul s indica e ha bo h unc ional and expe ien ial pe cep ions signi ican ly shape a i udes, which in u n
in luence adop ion in en ion. Pe cei ed enjoymen eme ged as he s onges p edic o , and pe cei ed secu i y
s eng hened he ela ionship be ween a i udes and adop ion in en ion.
This s udy con ibu es o he li e a u e by ex ending he Technology Accep ance Model (TAM) o include emo ional
and secu i y- ela ed cons uc s, p o iding a mo e comp ehensi e amewo k o unde s anding SSCOT adop ion.
P ac ically, he indings o e ac ionable insigh s o Sou h A ican g oce y e aile s seeking o implemen SSCOTs,
helping o op imise use expe ience, build consume us , and enhance adop ion.
Keywo ds: sel -se ice checkou ill poin s, adop ion in en ion, pe cei ed secu i y, g oce y e ail, Sou h A ica
151 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
1. INTRODUCTION
Sel -se ice echnologies a e eshaping e ail, o e ing consume s g ea e au onomy, e iciency, and con ol o e
hei shopping expe iences (Dua e e al., 2022; Kim & Cheng, 2025). A p ominen example in g oce y e ail is sel -
se ice checkou ill poin s (SSCOTs), which enable consume s o scan, bag, and pay independen ly, educing queues
and labou cos s (Weij e s e al., 2007; Muke jee, 2020). The Technology Accep ance Model (TAM) (Da is, 1989)
p o ides a amewo k o unde s and echnology adop ion, highligh ing pe cei ed ease o use and pe cei ed use ulness
as p ima y de e minan s o a i udes and, ul ima ely, adop ion in en ion.
While SSCOTs a e widely adop ed in coun ies such as he Uni ed S a es (Walma ) (Walma , 2023) and he Uni ed
Kingdom (Tesco, Sainsbu y) (Re ail Gaze e, 2023), hei adop ion in Sou h A ican g oce y e ail is s ill eme ging. In
Sou h A ica, inno a ions such as Checke s’ Xp ess T olley, which allows scanning and paymen di ec ly on he ca ,
demons a e g owing expe imen a ion wi h sel -se ice echnologies in he local g oce y e ail ma ke (Shop i e
Holdings, Augus 2025). P io esea ch con i ms ha pe cei ed ease o use and pe cei ed use ulness s ongly p edic
sel -se ice echnology adop ion (Blu , Wang & Schoe e , 2016). O he ac o s, including in e ac ion quali y, echnology
eadiness, con enience, enjoymen , and mo i a ion, u he in luence adop ion (Liljande e al., 2006; Considine &
Co mican, 2016; Wang, 2017; Lyu, Lim & Choi, 2019). Collec i ely, hese indings indica e ha SSCOT adop ion is
mul idimensional, encompassing unc ional a ibu es, expe ien ial bene i s, and pe sonal ac o s.
Despi e hei ad an ages, SSCOTs also p esen challenges. Use s may alue speed and au onomy bu exp ess
conce ns abou usabili y, educed human in e ac ion, and po en ial aud o he (Cu an & Meu e , 2005; Dua e e al.,
2022). In Sou h A ica, addi ional con ex ual ac o s—such as load shedding, inconsis en in e ne access, and
pe cei ed h ea s o employmen —may u he shape consume pe cep ions, sugges ing ha SSCOT adop ion mus
be conside ed wi hin a b oade socio-economic and echnological en i onmen .
While ea lie s udies ha e ocused on unc ional and expe ien ial de e minan s o SSCOT adop ion (Weij e s e al.,
2007), he mode a ing ole o pe cei ed secu i y measu es—consume s’ pe cep ions o da a p i acy and p o ec ion—
emains unde explo ed. This issue is pa icula ly ele an o Sou h A ica’s digi ally li e a e you h, who a e bo h
ecep i e o inno a ion and sensi i e o digi al isks (Lubbe e al., 2025).
This s udy he e o e examines how unc ional, expe ien ial, and pe sonal ac o s in luence a i udes owa d
SSCOTs, pe cei ed shopping well-being, and adop ion in en ion among Sou h A ican young adul s (18–35 yea s,
spanning Gene a ion Z and Millennials). A key con ibu ion is examining pe cei ed secu i y measu es as a mode a o
be ween a i udes and adop ion in en ion. By ocusing on his demog aphic in an eme ging ma ke , he s udy ex ends
he TAM amewo k and p o ides insigh s o e aile s seeking o implemen SSCOTs wi hin simila en i onmen s.
2. RESEARCH OBJECTIVES
• To examine he in luence o pe cei ed ease o use, pe cei ed use ulness, pe cei ed eliabili y, pe cei ed
con enience, pe cei ed enjoymen , and sel -e icacy on a i ude owa d SSCOTs in Sou h A ican g oce y
e ail.
• To examine he in luence o a i ude owa d SSCOTs on pe cei ed shopping well-being and adop ion
in en ion.
Fac o s in luencing he adop ion in en ion o sel -se ice checkou ill poin s ... pe cei ed secu i y measu es 152
• To in es iga e he in luence o pe cei ed shopping well-being on adop ion in en ion o SSCOTs.
• To examine he mode a ing ole o pe cei ed secu i y measu es in he ela ionship be ween a i udes and
adop ion in en ion.
The emaining sec ions o his pape p o ide a li e a u e e iew o suppo hypo heses de elopmen , desc ibe he
esea ch me hodology, discuss he indings, and ou line he s udy’s implica ions. Finally, he s udy’s limi a ions and
ecommenda ions o u u e esea ch a e p esen ed.
3. LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
3.1 SSCOT ADOPTION IN SOUTH AFRICAN RETAIL
Sel -se ice checkou ill poin s (SSCOTs) ha e become p e alen in global e ail due o hei po en ial o enhance
ope a ional e iciency and imp o e cus ome expe iences (Lu e al., 2019; Fe nandes & Oli ei a, 2021). The
Technology Accep ance Model (TAM) and Uni ied Theo y o Accep ance and Use o Technology (UTAUT) ha e
equen ly been applied o explain use adop ion, ocusing on a iables such as pe cei ed ease o use, pe cei ed
use ulness, enjoymen , and sel -e icacy (Da is, 1989; Venka esh e al., 2003).
Howe e , in eme ging ma ke s like Sou h A ica, SSCOT adop ion has no ye kep pace wi h global ends.
Acco ding o N uli (2020) and Mhlanga (2020), Sou h A ican g oce y e aile s ha e la gely adop ed sel -se ice
solu ions in online en i onmen s bu ha e ye o b oadly implemen in-s o e SSCOTs, p ima ily due o high se up cos s,
in as uc u al limi a ions, and conce ns a ound he and consume eadiness. Ea ly inno a ions, such as Checke s’
Xp ess T olley (Augus 2025 ial), which allows shoppe s o scan i ems as hey shop and pay di ec ly on he ca
(Shop i e Holdings, 2025), indica e g owing expe imen a ion wi h sel -se ice echnologies, bu widesp ead SSCOT
adop ion emains limi ed. While Wes e n li e a u e has iden i ied secu i y conce ns as a majo ba ie o SST adop ion
(Weij e s e al., 2007; Lee & Yang, 2013), ew s udies ha e examined how pe cei ed secu i y measu es may mode a e
SSCOT adop ion in he Sou h A ican con ex - a ma ke cha ac e ised by digi al aud, in as uc u al inequali ies, and
heigh ened conce ns a ound ansac ion sa e y (Chikandiwa e al., 2013).
The cu en s udy add esses his gap by ocusing on young adul consume s, a ech-sa y segmen mos likely o
engage wi h sel -se ice inno a ions (Kallwei e al., 2014). Limi ed empi ical wo k has been conduc ed in Sou h A ica
on his g oup’s a i ude owa d SSCOTs and how pe cei ed secu i y in luences adop ion in en ion. Acco dingly, his
s udy seeks o con ibu e by in eg a ing key adop ion a iables— pe cei ed ease o use, pe cei ed use ulness,
pe cei ed eliabili y, pe cei ed con enience, pe cei ed enjoymen , pe cei ed sel -e icacy, and examining he
mode a ing ole o pe cei ed secu i y measu es in he Sou h A ican g oce y e ail sec o among young consume s.
4. Theo e ical F amewo k
4.1 THEORETICAL BACKGROUND - TECHNOLOGY ACCEPTANCE MODEL (TAM)
The Technology Accep ance Model (TAM), o iginally de eloped by Da is (1986), is adap ed om he Theo y o
Reasoned Ac ion (TRA) p oposed by Fishbein and Ajzen (1975). Acco ding o TAM, a use ’s beha iou al in en ion o
use a echnology-based sys em and ul ima ely hei ac ual usage, is p ima ily in luenced by hei a i ude owa ds he
echnology. This a i ude is, in u n, shaped by wo key pe cep ions: pe cei ed ease o use and pe cei ed use ulness
(Muke jee, 2020).
153 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
4.2 HYPOTHESES DEVELOPMENT AND CONCEPTUAL MODEL
Based on he li e a u e e iew, a model was de eloped (See Figu e 1).
FIGURE 1: CONCEPTUAL MODEL
Sou ce: (Au ho s’ own cons uc ion, 2023)
4.3 PERCEIVED EASE OF USE, PERCEIVED USEFULNESS AND ATTITUDE TOWARDS SSCOT:
Da is (1989) de ined pe cei ed ease o use as “ he deg ee o which a pe son belie es ha using a pa icula sys em
would be ee o e o ,” and pe cei ed use ulness as “ he deg ee o which a pe son belie es ha using a pa icula
sys em would enhance his o he job pe o mance.” These wo cons uc s se e as c i ical de e minan s in p edic ing
use adop ion o new echnologies and ha e been widely applied in he con ex o in o ma ion sys ems and sel -se ice
echnologies. Li e a u e indica es ha pe cei ed ease o use signi ican ly in luences use s’ a i udes owa d echnology,
including sel -se ice checkou ill poin s (SSCOTs) (Weij e s e al., 2007). This inding is consis en ac oss s udies in
bo h o ganisa ional beha iou and SSCOT adop ion. Addi ionally, use s e alua e SSCOTs based on he pe cei ed
bene i s hey o e , wi h pe cei ed use ulness eme ging as a key d i e o posi i e a i udes, pa icula ly in e ail con ex s
whe e unc ional shopping ou comes a e alued (Weij e s e al., 2007).
Pe cei ed ease o use and pe cei ed use ulness ha e been ex ensi ely e iewed in he adop ion o SSCOTs and
o he sel -se ice echnologies ac oss nume ous indus ies, including banking (Baabdullah e al., 2019), hospi ali y (Lu
e al., 2019), ag icul u e (Ca a o e al., 2020), and au omobiles (Yuen e al., 2020). As comme cial and echnology
ma ke s con inued o g ow, Lin e al. (2007) examined he in eg a ion o he echnology eadiness (TR) cons uc wi h
he TAM in he con ex o adop ion in en ion o e-se ice sys ems, o be e unde s and indi idual consume s’ cogni i e
inclina ion o accep new echnology. Thus, he ollowing hypo heses a e p oposed:
H1: Pe cei ed ease o use posi i ely in luences a i udes owa ds SSCOTs.
H2: Pe cei ed use ulness posi i ely in luences a i udes owa ds SSCOTs.
Fac o s in luencing he adop ion in en ion o sel -se ice checkou ill poin s ... pe cei ed secu i y measu es 154
4.4 PERCEIVED RELIABILITY AND ATTITUDE TOWARDS SSCOT:
Ex ensi e li e a u e subs an ia es ha he pe cei ed eliabili y o sel -se ice checkou ill poin s (SSCOTs) is a
majo de e minan o young shoppe s’ a i udes owa d SSCOTs (Weij e s e al., 2007; Demoulin & Djelassi, 2016).
Weij e s e al., (2007) de ined eliabili y as “ he co ec echnical unc ioning o an SSCOT and he accu acy o se ice
deli e y,” emphasising ha a eliable SSCOT ensu es consis en and dependable pe o mance, which os e s use
us . Fu he ein o cing his concep , Demoulin and Djelassi (2016) ound ha eliabili y signi ican ly in luences
cus ome s’ willingness o use SSCOTs, pa icula ly among younge demog aphics who a e mo e inclined o us and
engage wi h echnology. In his con ex , eliabili y ansla es o he smoo h ope a ion o he SSCOT and i s capaci y o
pe o m as expec ed wi hou equen ailu es o e o s. Dua e e al., (2022) expanded on his by linking eliabili y o
dependabili y and use - iendliness, sugges ing ha use s pe cei e SSCOTs as mo e echnically accu a e han human
se ice employees. This pe cep ion o echnical supe io i y con ibu es o he us wo hiness o SSCOTs, making hem
a p e e ed choice o asks equi ing p ecision and minimal e o s.
The consis ency and p edic abili y o SSCOTs in execu ing asks accu a ely enhance hei eliabili y and appeal o
use s, pa icula ly hose who alue e iciency and accu acy in se ice deli e y. Mo eo e , s udies ha e shown ha he
adop ion o eliable SSCOTs can lead o inc eased cus ome sa is ac ion and loyal y. Fo ins ance, a eliable SSCOT
no only speeds up he checkou p ocess bu also educes he likelihood o mis akes, which can lead o cus ome
us a ion and dissa is ac ion (Dua e e al., 2022). As a esul , he pe cei ed eliabili y o SSCOTs is pi o al in shaping
young shoppe s’ a i udes, in luencing hei o e all shopping expe ience and hei likelihood o e u ning o use he
echnology. Thus, he ollowing hypo hesis is p oposed:
H3: Pe cei ed eliabili y posi i ely in luences a i udes owa ds SSCOTs.
4.5 PERCEIVED CONVENIENCE AND ATTITUDE TOWARDS SSCOT:
As Shahid, Iqbal, Hassan, and Habibah (2018) desc ibe, con enience ela es o he cus ome ’s ease o access o
se ices o e ed by an o ganisa ion, making i i ing o examine he pe cei ed con enience o SSCOTs in he g oce y
e ail en i onmen . One o he undamen al u ili a ian bene i s o using SSCOTs is ime-sa ing, whe eby consume s
can pe o m ansac ions mo e e icien ly (Dua e e al., 2022). Time-sa ing is c ucial in he con ex o g oce y shopping,
whe e he abili y o quickly and accu a ely comple e pu chases can signi ican ly enhance cus ome sa is ac ion.
SSCOTs a e designed o s eamline he shopping p ocess, educing he ime spen in queues and in e ac ions wi h
s a . This e iciency aligns wi h he p e e ences o younge , ech-sa y consume s who alue speed and con enience
in hei shopping expe iences. Inc eased con enience p o ided by SSCOTs can also educe cogni i e, emo ional, and
physical a lic ion o he use (Thomas-F ancois & Somogyi, 2023). Cogni i e load e e s o he men al e o equi ed
o use a sys em, and SSCOTs ha a e in ui i e and use - iendly can minimise his bu den. Emo ional a lic ion ela es
o s ess o us a ion a ising om a complica ed o un eliable sys em, which SSCOTs can alle ia e by p o iding a
smoo h and p edic able use expe ience. Physical a lic ion in ol es he physical e o equi ed o in e ac wi h a
sys em, and well-designed SSCOTs can educe his e o h ough e gonomic in e aces and s eamlined p ocesses.
Thus, a SSCOT designed o lessen he e o and complexi y equi ed o comple e ansac ions is mo e likely o
a ac posi i e use a i udes (Dua e e al., 2022). When consume s pe cei e a SSCOT as con enien , hey a e mo e
likely o accep and egula ly use he echnology, leading o highe le els o sa is ac ion and loyal y. The pe cei ed
ease o use, combined wi h he ime-sa ing bene i s, makes SSCOTs an a ac i e op ion o busy consume s looking
o op imise hei g oce y shopping ou ines. Fu he mo e, he pe cei ed con enience o SSCOTs can in luence
cus ome pe cep ions o he o e all se ice quali y o e ed by he e aile . As Be y e al., (2002) no ed, con enience is
155 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
a c i ical componen o se ice quali y ha can in luence cus ome sa is ac ion and beha iou al in en ions. Thus, he
ollowing hypo hesis is p oposed:
H4: Pe cei ed con enience posi i ely in luences a i udes owa ds SSCOTs.
4.6 PERCEIVED ENJOYMENT AND ATTITUDE TOWARDS SSCOT:
In addi ion o he u ili a ian aspec s o SSCOTs—such as pe cei ed use ulness, eliabili y, and con enience—use s
also seek enjoymen h ough no el y, aes he ic appeal, and play ulness (Weij e s e al., 2007; Dua e e al., 2022).
Pe cei ed enjoymen is a cen al hedonic mo i e in he use o SSCOTs. I e e s o he ex en o which a cus ome eels
ha using an in-s o e SSCOT is un and pleasan , independen o he p agma ic shopping needs being add essed
(Weij e s e al., 2007; Pa k e al., 2021). This aspec o pe cei ed enjoymen is c ucial as i in luences use engagemen
and sa is ac ion. S udies ha e shown ha indi iduals who expe ience joy o con en men in using public sel -se ice
echnologies, a e mo e inclined o con inue using he se ice (Pillai e al., 2020). This hedonic mo i a ion can d i e
epea ed use and loyal y, as cus ome s associa e posi i e emo ions wi h he SSCOT expe ience. Fo ins ance, Dua e
e al., (2022) emphasise ha he in eg a ion o play ul elemen s and isually appealing in e aces can signi ican ly
enhance use enjoymen , making he shopping p ocess no only e icien bu also enjoyable. Roy e al., (2023) examine
cus ome engagemen wi h digi ised in e ac i e pla o ms in e ail, highligh ing he ans o ma i e ole o in e ac i e
pla o ms in os e ing meaning ul in e ac ions be ween consume s and b ands. Thus, he ollowing hypo hesis is
p oposed:
H5: Pe cei ed enjoymen posi i ely in luences a i udes owa ds SSCOTs.
4.7 PERCEIVED SELF-EFFICACY AND ATTITUDE TOWARDS SSCOT:
Sel -E icacy ela es o he con idence one possesses in execu ing he necessa y skills o accomplish a ask
(Demoulin & Djelassi, 2016). Pe cei ed sel -e icacy is a c i ical de e minan o echnology adop ion, e lec ing an
indi idual’s belie in hei abili y o success ully engage wi h new echnologies. Sel -e icacy also con eys one’s
pe cep ion o in e nal con ol, encompassing belie s abou he ease o di icul y o pe o ming a beha iou (Demoulin &
Djelassi, 2016). This pe cep ion o con ol is in eg al o he use expe ience, as indi iduals wi h high sel -e icacy a e
mo e likely o app oach SSCOTs wi h a posi i e a i ude, an icipa ing success ul in e ac ion and minimal us a ion.
Gelb ich and Sa le (2014) ound ha , om an in o ma ion echnology pe spec i e, highe le els o sel -e icacy
dec ease anxie y associa ed wi h using new echnology and enhance he in luence o pe cei ed ease o use on usage
in en ion. This ela ionship highligh s he impo ance o enhancing sel -e icacy o acili a e echnology adop ion, as
anxie y is a common ba ie , pa icula ly among indi iduals less amilia o con iden wi h new sys ems. Demoulin and
Djelassi (2016) emphasise ha sel -e icacy a ec s no only ini ial adop ion bu also con inued use and sa is ac ion.
Use s who eel compe en and con iden a e mo e likely o explo e ad anced ea u es, cus omise hei expe ience, and
ully le e age SSCOT capabili ies, esul ing in deepe engagemen , g ea e sa is ac ion, and loyal y. Thus, he ollowing
hypo hesis is p oposed:
H6: Pe cei ed sel -e icacy posi i ely in luences a i udes owa ds SSCOTs.
4.8 PERCEIVED SHOPPING WELL-BEING, ATTITUDE TOWARDS SSCOT AND ADOPTION INTENTION OF
SSCOTS:
In he con ex o e- e ailing, shopping well-being is inc easingly ecognised as a c i ical componen o an indi idual’s
subjec i e well-being, e lec ing o e all li e sa is ac ion (Dog a, Nasi , & Adil, 2023). Sel -se ice echnologies,
Fac o s in luencing he adop ion in en ion o sel -se ice checkou ill poin s ... pe cei ed secu i y measu es 156
such as sel - se ice checkou ills (SSCOTs), can enhance cus ome sa is ac ion by o e ing g ea e con ol and
con enience (Meu e e al., 2000). Simila ly, Dabholka (1996) highligh ed ha consume e alua ions o SSCOTs a e
posi i ely in luenced by he e iciency and ease hese echnologies p o ide, leading o mo e a ou able a i udes owa d
hei use. Al hough s udies explici ly linking well-being and echnology adop ion a e limi ed, e idence sugges s ha
posi i e well-being ou comes can inc ease he likelihood o adop ing new echnologies (Papagiannidis e al., 2017).
The Technology Accep ance Model (TAM) posi s ha an indi idual’s a i ude owa d a echnology signi ican ly
a ec s hei in en ion o adop i (Da is, 1989). Adop ion in en ion e lec s he mo i a ional ac o s ha d i e beha iou
and he e o indi iduals a e willing o exe o use a echnology (Weij e s e al., 2007). Acco dingly s onge posi i e
a i udes owa d SSCOTs a e expec ed o inc ease bo h pe cei ed shopping well-being and adop ion in en ion. As
consume s expe ience g ea e sa is ac ion and ease wi h SSCOTs, hei willingness o use hese sys ems is likely o
ise, p omo ing b oade adop ion wi hin e ail en i onmen s. Thus, he ollowing hypo heses a e p oposed:
H7: A i udes owa ds SSCOTs posi i ely in luence pe cei ed shopping well-being.
H8: A i udes owa ds SSCOTs posi i ely in luence adop ion in en ion o SSCOTs.
H9: Pe cei ed shopping well-being posi i ely in luences adop ion in en ion o SSCOTs.
4.9 MODERATING ROLE OF PERCEIVED SECURITY MEASURES
Recen s udies emphasise ha consume s p io i ise he sa egua ding o pe sonal in o ma ion du ing
ansac ions, highligh ing he c i ical ole o secu i y measu es in os e ing us and mode a ing he ela ionship
be ween use s’ a i udes and hei in en ion o adop sel -se ice echnologies (Meu isch & Mhlhuse , 2021; Sohn
e al., 2024). Ensu ing he con iden iali y and in eg i y o cus ome da a is impe a i e o he success ul in eg a ion
o SSCOTs by g oce y e aile s. This secu i y con ibu es signi ican ly o enhanced shopping well-being and
sa is ac ion among consume s. Fo ins ance, Sohn e al., (2024) ound ha obus secu i y measu es in sel -se ice
echnologies di ec ly in luence use us , which is essen ial o encou aging adop ion and sus ained use. Simila ly,
Meu isch and Mhlhuse (2021) demons a ed ha pe cep ions o da a secu i y and p i acy a e pa amoun in
shaping posi i e use a i udes owa ds new echnologies. These indings highligh ha secu i y is no me ely a echnical
equi emen bu a undamen al ac o in luencing consume beha iou and a i udes.
The inclusion o pe cei ed secu i y as a mode a ing a iable is pa icula ly no el in he con ex o eme ging ma ke s
and digi ally li e a e consume segmen s, such as young Sou h A ican adul s. In hese con ex s, secu i y conce ns,
anging om da a p i acy o po en ial aud can ampli y o dampen he in luence o a i udes on adop ion in en ions.
This aligns wi h p io esea ch on pe cei ed sa e y isk in sel -se ice echnologies, such as Baba e al., (2023), who
ound ha us and sa e y pe cep ions signi ican ly mode a ed adop ion o sel -o de ing kiosks in Malaysian quick-
se ice es au an s. By concep ualising pe cei ed secu i y as a mode a o , he s udy highligh s i s ole in s eng hening
he posi i e link be ween a i udes and adop ion in en ions in an eme ging ma ke g oce y e ail con ex . Thus, he
ollowing hypo hesis is p oposed:
H10: Pe cei ed secu i y measu es in SSCOTs posi i ely mode a e he ela ionship be ween
consume s’ a i udes owa ds SSCOTs and hei adop ion in en ion.
157 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
5. METHODOLOGY
5.1 APPROACH AND SAMPLING
The sampling s a egy employed in his s udy was pu posi e sampling. This me hod was chosen o ensu e he
accessibili y and a ailabili y o esponden s, speci ically a ge ing young adul s aged 18–35 yea s in Sou h A ica. This
demog aphic was selec ed because hey ep esen a consume segmen likely o be amilia wi h and ecep i e o
inno a ions such as sel -se ice checkou ill poin s (SSCOTs). As pa o he sampling c i e ia, esponden s we e
equi ed o ha e shopped a a b ick-and-mo a g oce y ou le wi hin he six mon hs p io o he su ey. A o al o 230
esponses we e deemed usable a e da a cleaning.
5.2 DATA COLLECTION AND SAMPLE
Da a collec ion was conduc ed h ough bo h an elec onic sel -adminis e ed su ey dis ibu ed online, and a physical
pape -based su ey dis ibu ed ace- o- ace a a uni e si y in Sou h A ica, spanning om Augus o Oc obe 2023. The
su ey ins umen comp ised 54 ques ionnai e i ems adap ed om alida ed li e a u e. The ques ionnai e was
s uc u ed o collec demog aphic in o ma ion as well as da a on consume pe cep ions owa d SSCOTs.
The i s sec ion o he ques ionnai e ga he ed demog aphic de ails, including gende , age, educa ion le el, and
g oce y shopping beha iou . The co e sec ion o he su ey consis ed o i ems measu ing young consume s’ a i udes
owa d SSCOTs, using a i e-poin Like scale. Responden s indica ed hei le el o ag eemen wi h each s a emen
on a scale om 1 (S ongly disag ee) o 5 (S ongly ag ee). Da a we e subsequen ly analysed using Pa ial Leas
Squa es S uc u al Equa ion Modelling (PLS-SEM) o examine he ela ionships be ween pe cei ed ease o use,
pe cei ed use ulness, pe cei ed eliabili y, pe cei ed con enience, enjoymen , pe cei ed sel -e icacy, a i ude,
shopping well-being, adop ion in en ion, and he mode a ing ole o pe cei ed secu i y measu es.
A pilo s udy wi h 30 pa icipan s was conduc ed o assess he alidi y and eliabili y o a ques ionnai e by es ing
i s layou , cla i y, and po en ial di icul ies pa icipan s migh ace when answe ing he ques ions, be o e ully
implemen ing i in a la ge s udy. This pilo phase in ol ed using modi ied scales om exis ing alida ed esea ch and
analysing he esponses o iden i y any issues wi h he ques ionnai e design. Pe cei ed Ease o Use (PEU) was
measu ed wi h ou i ems; Pe cei ed Use ulness (PUS) wi h i e i ems, bo h adap ed om N uli (2020). Pe cei ed
Reliabili y (PRL) was measu ed wi h h ee i ems, adap ed om Dua e e al., (2022), while Pe cei ed Con enience
(PCV) was measu ed wi h ou i ems, adap ed om Thomas-F ancois and Somogyi (2023). Pe cei ed Enjoymen (PEJ)
was measu ed wi h ou i ems, adap ed om Pa k e al., (2021). Pe cei ed Sel -E icacy (PSE) was measu ed wi h
h ee i ems, and Adop ion In en ion (AI) wi h ou i ems, bo h adap ed om Gelb ich and Sa le (2014). Pe cei ed
Secu i y Measu es (PSM) was measu ed wi h h ee i ems, adap ed om Rahman e al., (2022). A i ude (ATT) was
measu ed wi h i e i ems, adap ed om Pa k e al., (2021) as well as Thomas-F ancois and Somogyi (2023), and
Pe cei ed Shopping Well-Being (PSW) was measu ed wi h ou i ems, adap ed om Dog a e al., (2023).
The de ailed analysis p ocess began wi h da a p epa a ion, which in ol ed cleaning he da ase , checking o
incomple e esponses, ou lie s, and ensu ing ha he da a me he assump ions equi ed o subsequen analyses.
The es ing p ocess consis ed o wo phases. Fi s , he measu emen model was e alua ed o ensu e he eliabili y
and alidi y o he la en a iables and hei co esponding indica o s. Second, he s uc u al model was assessed o
de e mine he signi icance o he hypo hesised ela ionships wi hin he esea ch amewo k, examining he in luence o
pe cei ed ease o use, pe cei ed use ulness, pe cei ed eliabili y, pe cei ed con enience, pe cei ed enjoymen , and
Fac o s in luencing he adop ion in en ion o sel -se ice checkou ill poin s ... pe cei ed secu i y measu es 158
pe cei ed sel -e icacy on a i ude, pe cei ed shopping well-being, and adop ion in en ion o SSCOTs, as well as he
mode a ing ole o pe cei ed secu i y measu es.
6. DATA ANALYSIS AND RESULTS
6.1 DATA ANALYSIS
A p elimina y da a analysis using desc ip i e s a is ics was ca ied ou u ilising SPSS e sion 30. The analysis was
conduc ed using Pa ial Leas Squa es S uc u al Equa ion Modelling (PLS-SEM) echnique, a a iance-based
app oach o s uc u al equa ion modelling. PLS-SEM is pa icula ly sui able o his s udy due o i s p edic i e o ien a ion
(Hai e al., 2022) and i s abili y o handle complex models wi h mul iple cons uc s and mode a ing e ec s (Hai e al.,
2022). The s udy employed he boo s apping me hod wi h 5,000 subsamples o assess he signi icance o pa h
coe icien s. The analysis ollowed he wo-phase p ocess ecommended by Hai e al., (2022): i s , he measu emen
model was assessed o ensu e he eliabili y and alidi y o la en cons uc s; second, he s uc u al model was
e alua ed o de e mine he signi icance and s eng h o hypo hesised ela ionships, including mode a ion. Sma PLS
e sion 4.0 so wa e was he ool used o he measu emen and s uc u al model analyses.
6.2 RESULTS
6.2.1 Sample Cha ac e is ics
The s udy sample consis ed o 230 esponden s, wi h he majo i y iden i ying as emale (60.4%), ollowed by male
(38.7%), and a small p opo ion (0.9%) p e e ing no o disclose hei gende . Mos pa icipan s we e aged 18–21
yea s (55.2%), ollowed by 22–25 yea s (29.6%), 26–30 yea s (5.2%), and 31–35 yea s (10.0%). These esponden s
a e he a ge g oup mos likely o engage wi h SSCOTs in Sou h A ican g oce y e ail se ings (see Table 1: Sample
Cha ac e is ics).
Shopping equency a g oce y e ail s o es a ied, wi h 43.5% epo ing shopping 2–3 imes pe mon h, 32.2%
shopping 4 o mo e imes pe mon h, and smalle p opo ions shopping less equen ly. Rega ding educa ional
a ainmen , 52.6% o esponden s had comple ed high school, 30.4% held unde g adua e deg ees, and 13.9% had
pos g adua e quali ica ions, wi h minimal ep esen a ion om o he educa ional le els.
Re aile p e e ences we e p edominan ly o Pick n Pay (34.8%) and Checke s (33.9%), ollowed by Woolwo hs
(15.7%), Shop i e (9.1%), Spa (3.9%), and o he e aile s (2.6%).
TABLE 1: OVERVIEW OF SAMPLE CHARACTERISTICS
Absolu e F equency
Pe cen age
Gende
Male
89
38,7
Female
139
60,4
P e e no o say
2
0,9
Age
18 - 21 yea s old
127
55,2
22 - 25 yea s old
68
29,6
26 - 30 yea s old
12
5,2
31 - 35 yea s old
23
10,0
165 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
in en ions. By emphasising pe cei ed secu i y, he esea ch highligh s i s pi o al ole in in luencing consume beha iou
owa d sel -se ice checkou ill poin s (SSCOTs) in eme ging ma ke con ex s. This in eg a ion b oadens TAM’s
explana o y scope, o e ing a mo e comp ehensi e amewo k o unde s anding he mul i ace ed d i e s o e ail
echnology adop ion. Empi ical e idence om his s udy con i ms ha pe cei ed ease o use and pe cei ed use ulness
emain undamen al p edic o s o a i udes owa d SSCOTs, consis en wi h TAM’s o iginal p oposi ions. Impo an ly,
he indings demons a e he subs an ial in luence o pe cei ed enjoymen , pe cei ed eliabili y and pe cei ed
con enience, sugges ing ha TAM can be meaning ully ex ended o inco po a e emo ional and expe ien ial dimensions
alongside adi ional cogni i e e alua ions.
Mo eo e , he mode a ing ole o pe cei ed secu i y highligh s he c i ical impo ance o us - ela ed cons uc s in
echnology adop ion, pa icula ly in ma ke s whe e digi al li e acy a ies and conce ns ega ding echnology use a e
heigh ened. These esul s indica e ha secu i y conside a ions can signi ican ly in luence he a i ude–in en ion
ela ionship, posi ioning pe cei ed secu i y as a c ucial con ex ual ac o in adop ion models applied no only o Sou h
A ica bu also o o he eme ging ma ke s acing simila echnological and socio-economic condi ions. O e all, his
s udy ad oca es o he adap a ion and con ex ualisa ion o exis ing echnology adop ion amewo ks by inco po a ing
localised ac o s, such as secu i y pe cep ions and emo ional engagemen , o mo e accu a ely cap u e he complexi ies
o consume beha iou . By doing so, he esea ch con ibu es o heo e ical ad ancemen ha ex ends beyond he
immedia e sample, p o iding insigh s applicable o b oade eme ging ma ke con ex s and guiding u u e s udies on
e ail echnology adop ion.
10. PRACTICAL IMPLICATIONS
Sel -se ice checkou ill poin s (SSCOTs) empowe consume s by p o iding g ea e con ol o e hei shopping
expe iences. The s udy’s indings sugges ha g oce y e aile s should adop a mul i- ace ed app oach add essing
unc ional, expe ien ial, and secu i y dimensions. Enhancing unc ional usabili y equi es ensu ing ha SSCOT
in e aces a e in ui i e and use - iendly, wi h clea on-sc een ins uc ions and op ions o e o eco e y, complemen ed
by usabili y es ing wi h young consume s o iden i y and esol e po en ial pain poin s be o e ull implemen a ion.
Expe ien ial alue can be ele a ed by in oducing ea u es ha inc ease enjoymen , such as gami ied scanning
expe iences o pe sonalised ecommenda ions du ing checkou , while educing pe cei ed incon enience h ough
op imised queue managemen , su icien SSCOT a ailabili y, and in eg a ion wi h mobile apps o p e-scanning o
digi al walle paymen s. S eng hening pe cei ed secu i y measu es is c i ical; e aile s should implemen secu e
paymen ga eways and aud de ec ion sys ems while clea ly communica ing hese measu es h ough in-s o e signage,
app no i ica ions, and ma ke ing ma e ials o build consume us . P o iding on-si e s a suppo o i s - ime use s
can u he alle ia e anxie y a ound digi al ansac ions, especially in eme ging ma ke s. Ta ge ed ma ke ing ha
highligh s SSCOTs’ e iciency, enjoymen , and secu i y is likely o appeal o bo h cogni i e and a ec i e consume
c i e ia, pa icula ly among digi ally li e a e, ea ly-adop e segmen s such as Gen Z and Millennials. Finally, es ablishing
con inuous eedback mechanisms, including pos - ansac ion su eys and app-based eedback channels, will allow
e aile s o moni o use expe ience and add ess issues in eal ime, ensu ing sus ained sa is ac ion and adop ion.
11. POLICY IMPLICATIONS
Policymake s in eme ging ma ke s play a c ucial ole in suppo ing he sa e and e ec i e adop ion o SSCOTs.
Regula o y amewo ks should manda e obus secu i y and da a p i acy s anda ds, including enc yp ion, secu e
au hen ica ion, and b each esponse p o ocols, while ensu ing pe iodic audi s o e ail SSCOT sys ems o p o ec
Fac o s in luencing he adop ion in en ion o sel -se ice checkou ill poin s ... pe cei ed secu i y measu es 166
consume s. S eng hening consume p o ec ion laws agains digi al aud and he misuse o pe sonal da a is essen ial,
accompanied by public educa ion ini ia i es o aise awa eness o SSCOT secu i y ea u es and sa e ansac ion
p ac ices. Digi al li e acy p og ams in collabo a ion wi h educa ional ins i u ions and communi y o ganisa ions can
u he empowe consume s o adop SSCOTs con iden ly and secu ely. Finally, indus y-go e nmen collabo a ion can
d i e inno a ion by encou aging pilo p og ams and co-de eloping ma ke -app op ia e secu i y solu ions ha balance
echnological e iciency wi h consume sa e y. Toge he , hese p ac ical and policy measu es can educe pe cei ed
isks, enhance us , and acili a e g ea e SSCOT adop ion, p omo ing digi al inclusion, imp o ing cus ome
sa is ac ion, and suppo ing b oade economic g ow h in eme ging ma ke s.
12. LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCH
This s udy employed pu posi e sampling o a ge young adul use s o SSCOTs. While his app oach was e ec i e
in eaching he in ended demog aphic, i limi s he gene alisabili y o he indings o he b oade popula ion. Fu u e
esea ch could adop p obabili y sampling echniques o conduc compa a i e s udies ac oss mul iple consume
segmen s o enhance ep esen a i eness. The c oss-sec ional design also cons ains he abili y o in e causal
ela ionships; longi udinal s udies would p o ide deepe insigh s in o changes in a i udes and adop ion beha iou s
o e ime. Mo eo e , he concep ual model could be ex ended o include addi ional ac o s such as us , pe cei ed
isk, pe sonali y ai s, and cul u al in luences, which may u he shape SSCOT adop ion.
13. CONCLUSION
This s udy examined he ac o s in luencing young Sou h A ican consume s’ adop ion in en ion o sel -se ice
checkou ill poin s (SSCOTs) in g oce y e ail. The indings indica e ha pe cei ed ease o use, pe cei ed use ulness,
pe cei ed eliabili y, pe cei ed con enience, and pe cei ed enjoymen signi ican ly in luence a i udes owa d SSCOTs.
Posi i e a i udes we e ound o enhance bo h adop ion in en ion and pe cei ed shopping well-being, al hough
pe cei ed shopping well-being alone did no di ec ly in luence adop ion. Fu he mo e, pe cei ed secu i y measu es
we e shown o mode a e he ela ionship be ween a i udes and adop ion, highligh ing he impo ance o us and da a
p o ec ion in consume s’ decision-making, pa icula ly in eme ging ma ke s. These esul s highligh ha while unc ional
and expe ien ial bene i s a e essen ial, ensu ing obus and anspa en secu i y measu es is c i ical o con e ing
a ou able a i udes in o adop ion in en ions. P ac ically, g oce y e aile s, including Checke s, Pick n Pay, Spa ,
Woolwo hs, and Shop i e, can le e age hese insigh s o op imise SSCOT design, enhance he shopping expe ience,
and s eng hen cus ome sa is ac ion and loyal y, especially in eme ging ma ke s. Re aile s should ocus no only on
e iciency and con enience bu also on c ea ing engaging and secu e sel -se ice expe iences o os e adop ion.
O e all, his s udy demons a es ha SSCOTs ep esen a ans o ma i e e ail inno a ion, combining ope a ional
e iciency wi h cus ome empowe men . By in eg a ing unc ional, expe ien ial, and secu i y conside a ions, e aile s in
Sou h A ica and simila eme ging ma ke s can ad ance cus ome -cen ic, echnology-enabled shopping expe iences
while suppo ing success ul digi al ans o ma ion.
14. ETHICS
This s udy ecei ed app o al om he Uni e si y o he Wi wa e s and Resea ch E hics Commi ee (E hics
Clea ance Numbe : R14/49). Pa icipan s we e assu ed ha hei esponses would emain con iden ial and
anonymous. Pa icipa ion was en i ely olun a y, and esponden s we e in o med ha hey could wi hd aw om he
s udy a any ime wi hou any penal y o obliga ion o p o ide a eason.
167 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
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