Adoption of unmanned, cashierless retail technologyin Croatia : a study on student perceptions

Objective: The objective of the article is to examine the technology acceptance of unmanned, cashierless technology. Since 2015, several startups have developed a new technology innovation called unmanned, cashierless technology, which has been steadily spreading globally over the past nine years. This study presents an analysis of user acceptance of this innovation among students in higher education institutions in Croatia. Research Design & Methods: We examined factors influencing attitudes towards cashless transactions within the framework of the unified theory of technology acceptance and use (UTAUT2). We developed seven hypotheses based on previous literature and research models. We conducted the research through an online survey of Croatian students (n=406). We applied variance-based structural equitation modelling (PLS-SEM) to analyse the primary database. Findings: The new trend in smart retail could help retailers to find a new way to improve their competitiveness. Based on our results, most UTAUT2 predictors such as performance expectancy, effort expectancy, social influence, hedonic motivation, and price sensitivity significantly influence behavioural intention. Implications & Recommendations: This study offers implications for existing research on the new technology acceptance and contributes to relevant literature on customer behaviour. Given the importance of customer perception to improve business performance, the current study has some implications for marketers and retailers. Contribution & Value Added: Investigating the adoption of unmanned, cashless technology, particularly among Generation Z, is an important and actual topic. This research can guide stakeholders and policymakers who are planning to introduce this cashierless technology. Based on the factors analysed, we can identify important and less important factors influencing consumers' intentions. In this way, we can identify certain preferences of the target group analysed and use it as a basis for targeting them (e.g., in a campaign) when opening new stores.