Understanding Social Motivation in Scan and Go Technology

This paper offers novel insights into the embedding of self-service technology in consumers’ daily buying behaviors at supermarkets. It takes a social constructivist perspective so that the process of the research goes beyond standard technology adoption frameworks to highlight specifically how consumers interact with technology. A mixed methods design was applied involving internet-based reviews and focus group discussions. Two stages of data collection occurred, which initially involved analyzing social media and YouTube for feedback on scan and go app before participating in discussions with “scan and go” app users. Analysis of the collected data was based on thematic analysis, and this resulted in the creation of the Three-Level Technology Incorporation model. This study makes a significant theoretical contribution by delineating various dimensions of dissatisfaction, satisfaction, and incorporator roles across three levels during the technology adoption process. These findings have substantial implications, providing fresh perspectives on the optimal design and integration of technology into consumer routines.