Just Walk Out Technology or JWOT is the latest technology in retail shopping especially in the convenience stores. As in management contribution, this study provides the insight findings in terms of technology acceptance of JWOT among Bangkok consumers and provides the information to retail businesses in the decision to adopt JWOT in Thailand. This chapter will explain the current situation in the Thai retail business, especially in the convenience store sector, the cases of technologies adopted for a competitive advantage in the business, the explanation of Just-Walk-Out Technology (JWOT) and the technologies behind .
Types of modern trades in Thailand
Convenience stores, which are the smallest in terms of area, but have m number of branches and focus on a modern management system.
High competitive challenges in the Thai retail business
Today, the Thai retail business faces highly competitive challenges, especially in the convenience store sector. While other competitors are trying to narrow the gap, for example, Family Mart aims to have 3000 stores in the same year and Lawson 108 aims for 1000 stores in 2018. What is left in the 4P marketing mix to compete and gain a share the biggest market is promotion and pricing strategies.
Adoption of the emerging technology into Thai retail business Every competitor focuses on all the 4Ps in the marketing mix. But
Virtual stores and the adoption in Thailand
The Tesco (Homeplus) company in South Korea was the first retail company in the world to install QR code virtual shopping technology to offer a different shopping experience with the concept of 'let the store come to the people'. John Lewis, a UK retailer, saw a 54% increase in customers using the click & collect service from a QR code wall window offering 'Top 30 Favorites for Christmas 2011', enabling for the store to be open 24/7. Rapid advances in technology are having a significant impact on how retailers offer new customer experiences, remain competitive in the marketplace, gain customer loyalty and achieve long-term profits.
Self-checkout system (SCS) and the adoption in Thailand
As the previous cases showed, there were both successes and failures in customer acceptance and adoption of the technology. A failure to adopt any technology can cost a company a lot of money, time or invested human capital; and in the worst case, reject the customer from the service. Systematic research on the factors that influence consumers' attitudes and behavioral intentions to use the technology, with strong scientific support, can reduce risks and help the CEO decide whether or not to invest in the technology.
JWOT, the technology behind it, and how it works
JWOT will only be suitable and practical for use in convenience stores; not other retail outlets, such as supermarkets or department stores, for two reasons. one). The main objective of convenience and customer satisfaction will only be maximized in convenience stores. The current cost of technology required to invest will be too high for supermarkets or department stores.
LITERATURE REVIEW
Evolution of check out system
- TAM 2.2.3 eTAM
- e-TAM
- Other extended TAM
Before explaining TAM, there will be a discussion of the Theory of Reasoned Action (ART), which is a theory of human psychology that is the concept upon which TAM is based. Additionally, there will be a discussion of studies that used the extended version of the TAM, which have some variables that may be related to the JWOT study. ART is one of the theories of social psychology that has been used from time to time as a basic principle to study human behavior.
Previous studies that use extended TAM to explain the adoption of similar JWOT such as virtual stores and self-check out systems (SCS)
- Virtual stores adoption studies
- SSTs adoption studies
Another technology comparable to JWOT is a self-checkout system (SCS), which is one of the SSTs that was adopted by retail shopping. SCS is similar to JWOT in terms of reduced business costs, convenience, benefits for retail purchases and improved customer experience. Studies of technology adoption with TAM-based theory showed that the perception of technology attributes as a relative advantage (eg usefulness, entertainment value), technology complexity (ease of use); and user change (eg, innovativeness, technology anxiety) can predict adoption behavior.
RESEARCH METHODOLOGY
- Research objective
- Research questions
- TAM framework to explain JWOT adoption in Thailand JWOT are composed of artificial intelligence systems, deep learning
- Hypotheses
- Analytical approach
- Data collection
- Expected outcomes
- Research method
- Survey administration
- Questionnaire development
- Interview focus group
- Pilot Test
The factors of the number of smartphones owned and familiarity in application use will not be included in the extended model of this study. With many fraud and fraud cases in Thailand recently, trust is predictably one of the important factors influencing the adoption of JWOT. Another factor related to trust that may play a role in determining the adoption of JWOT is a concern for privacy.
It places cameras on the shelves for the accuracy of the item and person identification. Social norms, already mentioned in advance, can be seen through the case of the SCS adoption failure. Considering that many studies have shown that hedonic use of the Internet has an important influence on online shopping.
The other independent variables that can be used to find managerial insights are related to JWOT in the context of shopping habits and smart card experience (i.e. the most frequently visited stores, improving the problem in convenience stores, the frequency of visiting the stores near BTS /MRT/ARL, smart card knowledge. Since the content of these questions is opposite to questions 2 and 4, this helps to increase the reliability and quality of the examination. After informing the information and showing the VDO clip introducing JWOT for them, most of the respondents have positive opinions that JWOT is interesting and useful.
Most of them replied with the possibility that they may use JWOT depending on their friend, the location of the store near their home/place, the system is easy to use.
DATA ANALYSIS
- Summary and the questionnaire results
- Reliability and validity assessment
- Reliability assessment
- Hypotheses testing result – external factors and TAM
- Effect on the behavioral intention to use
- Effect on the attitudes toward using
- Effect on the perceived usefulness
- Effect on the perceived entertainment value
- Hypotheses testing result – demographic and shopping habits This research uses analysis method of independent-samples t-test and one-way
- Hypothesis 8 the difference in demographic characteristics have impact on the adoption of JWOT
- Hypothesis 9 the difference in shopping habit and smart card experience have impact on the adoption of JWOT
The construct validity is defined as the extent to which the questions actually measure the presence of the construct as intended. This study applies multiple linear regression analysis to test the correlation between the user's behavioral intention to use (BI) fix as the dependent variable, and attitudes towards using (AT), technology anxiety (TA) and subjective norm ( SN) fix as independent variables. This suggests that there are other factors that may unexpectedly affect the intention to use JWOT.
The overall respondent's perception of two independent variables (AT, SN) influencing the behavioral intention to use was high (mean 4.18–4.44). This indicates that there are other factors that may unexpectedly influence the attitude to use JWOT. Both variables have positive standardized regression coefficients (beta), perceived ease of use (PEOU) with a value of 0.234, which shows a stronger effect than perceived usefulness (PU), which is 0.169.
The overall respondent's perception about two independent variables (PU, PEOU) that influence the behavioral intention to use was high (average 4.32-4.75). The overall respondent's perception about the independent variables (PEOU) that influence the behavioral intention to use was high (average 4.32). The overall respondent's perception about the independent variables (PE) that influence the behavioral intention to use was high (average 4.53).
A summary of the hypothesis testing results of this research is shown in Table 4.6.
CONCLUSION
- Data discussion
- Predictors of technology acceptance for JWOT
- The impact of demographic characteristics and shopping habit toward the technology acceptance of JWOT
- Implications of the research
- Theoretical implication
- Managerial implication
- Limitation and future research
- Conclusions
In addition to attitudes toward use and perceived usefulness of the original TAM, social norms also have an effect on respondents' intention to use as well. Therefore, these two factors were rejected to have a significant influence on intention to use. Respondents with different educational levels will have different perceived ease of use, behavioral intention to use, and technology anxiety.
The results support this logic with respondents who are familiar with using smart cards having higher perceptions of the ease of use, trust and intention to use the technology. First of all, this study shows that respondents' attitudes towards using a technology have the most significant effect on intention to use JWOT. Third, the results of this study show that respondents who are frequent customers of the shops near BTS/MRT/ARL station, e.g.
This allows the confirmation of respondents as potential users of JWOT in Bangkok. For now, this research has resulted in the prediction of JWOT adoption in Bangkok, the most potential area to primarily apply this technology. This study is conducted to understand the key driving factors influencing users' decision to adopt JWOT by proposing comprehensive TAM based on previous empirical TAM studies combined with demographic characteristics and shopping habits.
The result shows that users' attitudes towards using JWOT are the most powerful predictor of intention to use.
BIBLIOGRAPHY
Understanding Consumer Acceptance of Mobile Payment Services: An Empirical Analysis Electronic Commerce Research & Applications. The Effect of Shopping Orientation, Online Trust and Previous Online Shopping Experience on Customers' Online Shopping Orientation. Consumer adoption of virtual stores in Korea: Focusing on the role of trust and playfulness.
Supermarket self-checkout service quality, customer satisfaction and loyalty: Empirical evidence from an emerging market. Retrieved March 15, 2017 from www.shop2mobi.com: http://www.shop2mobi.com/virtual-qr-code-store-example Srathongvein, A. Retrieved March 15, 2017 from www.yozzo.com: http:/ /www .yozzo.com/news-and-information/mvno-mobile-operateur-s/free-report-thailand-s-mobile-market-information-2014.
APPENDICES
- The degree of influence on the attitude and behavioral intention to use Just Walk Out Technology (JWOT) at a convenience store
- Behavioral of convenience store shopping Section 3: Demographic data
- The degree of influence on the attitude and behavioral intention to use Just Walk Out Technology (JWOT) at a convenience store. (If you believe these following
- Behavioral of convenience store shopping 31. Which convenience store do you go to most frequently?
- Demographic data 36. Age
This survey is part of the thesis in the Master of Management degree, Mahidol University College of Management, Entrepreneurship and Innovation program. The purpose of this research is to collect data for analysis in a research topic. Factors Influencing Attitudes and Behavioral Intentions to Use Just Walk Out Technology (JWOT) among Consumers in Bangkok', which is conducted to explain the important factors influencing the adoption of JWOT and their relationship with demographic characteristics and shopping habits .
All responses will be treated confidentially and will not be published or used commercially. To understand more about how JWOT would work and work, below is the VDO link with a Thai subtitle entry on Amazon GO, which is the store where JWOT is applied. I can check the history of my payments deducted from my bank accounts or credit cards when using JWOT.
I tend to use JWOT if it is used by strong influencers like famous actors/actresses, idols, singers. How often do you shop at the convenience stores located near MRT/BTS/ARL stations. Do you use any smart cards (for example office/apartment smart cards, Konyn card, 7-11 smart wallet).
Interview focus group: questions and answers Questions
Answers Respondents1
Respondents2
Respondents3
Respondents4
Respondents5
Respondents6
Respondents7
Summary of Respondents’ Demographics characteristics and shopping habits
Multiple regression analysis
Simple Regression Analysis
Analysis of Variance (ANOVA) and T-Test Gender
Reliability Overall
