With an increase in automation, fashion retailers started to offer a self-checkout option in their stores to meet diverse consumers’ demand. Self-checkout technology has great potential to enhance the shopping experience of millennials, who increasingly dominate the market with increasing buying power, placing convenience as their top priority in the shopping process. However, despite the potential, it is unclear what drives and inhibits millennials to use self-checkout in the fashion retail context. Therefore, the aim of this study is to examine millennials’ intention to use self-checkout in the fashion retail environment with regard to their perceptions of benefits and risks. Data were collected from 352 millennials through an online survey. Perceived benefits and risks identified in this study are the key antecedents of the intention to use self-checkout in the fashion retail stores. Also, individuals who have a low need for human interaction are more likely to use self-checkout.
Mind the Gap: Exploring Shopping Preferences Across Fashion Retail Channels