Faktory ovlivňující využívání samoobslužných kiosků v supermarketech: moderační efekt generační kohorty

The aim of this research paper is to evaluate the effect of selected factors on consumer’s intention to use self-service kiosks in supermarkets from the perspective of UTAUT 2 theory and to evaluate the moderating effect of generational cohort in this relationship. Methodologically, the paper is based on a modified replication of the original research Na, T. K., Yang, J. Y., & Lee, S. H. (2021). Determinants of behavioral intention of the use of self-order kiosks in fast-food restaurants: focus on the moderating effect of different age. Sage Open, 11(3), 21582440211031907. The research is based on the mentioned research paper and the UTAUT 2 model, which was extended to include the variable generational cohort as a moderator of the relationship between factors and behavioral intention. Data was collected through an online questionnaire survey. Each construct was operationalized by validated instruments. Data were analyzed using factor analysis, correlation analysis, and linear regression. Statistically significant effects of the factors of performance expectancy, facilitating conditions, and habit on behavioral intention were confirmed. The moderating effect of generational cohort was partially confirmed only for the variables of expected performance, hedonic motivation and habit.