Intention to use scan&go system by Czech customers – Applying diffusion of innovations and a UTAUT 2 model

This article presents the most significant factors influencing the adoption of scan&go UTAUT 2 (Unified Theory for Acceptance and Use of Technology) model application.The study offers possible approaches to appropriately working with individual factors using a newly presented research connection between UTAUT 2 and diffusion of innovation.The research is based on analyzing data from a questionnaire survey conducted among 420 Czech consumers.Respondents were first divided into categories according to their approach to innovation based on the diffusion of innovations theory.Although scan&go systems are already widespread in the Czech Republic, only about 56% of addressed customers have included them in their shopping habits.Among non-users, the main causes of their current behavior were identified and their future decision-making was also examined.The UTAUT 2 model was subsequently applied to verify the main drivers of behavior among active users.Thus, a total of 235 responses were utilized to validate the model (using PLS-SEM via SmartPLS 4).Of the essential constructs defined in UTAUT 2, performance expectancy, hedonic motivation and habit on behavioral intention indicated the most significant decision-making influence.The user's behavior is mainly explained by the factors of behavioral intention and habit.The established routines thereby show the most powerful effect when it comes to the adoption of scan&go systems among young people.The assignment of managers trying to attract consumers to adopt similar technological innovations or to motivate non-users is, therefore, to focus on user habits with an emphasis on the involvement of entertaining elements (hedonic motivation) and promotion of benefits arising from the use (performance expectancy).