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EMAC 2023 Regional Conference

The role of the experience of anticipating the use of automatic checkouts in shops on the behavioural orientation of customers: the example of large food stores

Published: November 22, 2023


BECHTEL SOKI, Université de Bourgogne - CREGO EA 7317


This paper aims to understand how the customers of large food stores live their experience of anticipating the use of the self-checkout machines at their disposal, in order to ultimately understand the impact of the latter on their behavioural orientation. Following Churchill's (1979) paradigm, after a thematic content analysis, we conceptualised an eight-dimensional measurement scale. After a pre-test on a sample of 135 respondents, we are conducting a second data collection for our confirmatory studies. The research is ongoing and our database has, to date, 323 completed responses.