Is checkout- free store a flash in the pan? Factors influencing Hong Kong people’s adoption intention of checkout-free stores

Abstract

Last year, two checkout-free flash stores made their debut in Hong Kong. After the initial try, several companies followed up, and opened their own checkout-free stores or exhibitions, e.g., Sinopec’s easy joy, Watsons, and AlipayHK Futureland. The trial of these stores has aroused wide attentions and discussions on the possibility of new retailing format and experience in Hong Kong. From the consumers’ perspective, this study aims to understand whether the concept of checkout-free store is welcomed by the local people, and what are the factors influencing Hongkongers’ adoption intention toward checkout-free technologies and stores. To realize the above research objectives, we used theory of technology acceptance, UTAUT2, and their extension to build a theoretical model, and empirically tested it by focus groups. The qualitative study shows some initial results to address the research questions.