A Cross-Cultural Comparison Of Factors Influencing Self-Scan Checkout Use

The purpose of this paper is to study the factors influencing the acceptance of self-scan checkouts in Russia, an emerging East European transition economy, and Germany, an established Western European market. In particular, the paper seeks to examine the potential effects of social pressure, self-efficacy and technology anxiety on the self-scan checkout usage decision. Additionally, the article attempts to find out whether firms need to adapt their strategies of market launch to the special needs of the different countries. The design of this study was empirical. Data were collected from students in two universities in Germany and Russia. The findings of the study clearly show the differences between the two countries. The German participants have a lower level of social pressure and technology anxiety whereas the Russian participants have a lower level of self-efficacy.