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Several businesses use self-service technology to help customers check-out and make payment without interacting with a cashier. Amazon also encourages this concept and uses Amazon Go technology on a customer's smartphone which automatically detects a customer profile using Artificial Intelligence. There have been very few studies conducted on self-service technology like Just Walk Out from Amazon Go in Thailand with the purpose of encouraging willingness to use. This paper focuses on a conceptual framework of self-service technology with willingness to use based on Technology Acceptance Model, Customer Satisfaction, Service Quality, Technological Innovativeness, Technology Anxiety at supermarkets in Thailand. Ultimately, this will provide profound insights into factors that influence willingness to use self-service technology at supermarkets in Thailand from the questionnaire which has tested the reliability and validity by using the Cronbach's alpha.
Junsawang et al. (Tue,) studied this question.