Merchandising/Marketing/Retailing: Management

Consumers Hedonic Shopping Motivations of Using Mobile Self-Checkout in Fashion Retail Stores

  • Yuli Liang (Texas State University)
  • Seung-Hee Lee (Southern Illinoise University)
  • Jane E. Workman (Southern Illinoise University)


In the fashion industry, mobile self-checkout has been introduced to selected department stores and specialty stores in the US. As increasing numbers of fashion retailers will adopt this new technology in their retail stores during and after the COVID-19 Pandemic, the literature is deficient concerning consumers’ motivation and favorable attitudes toward this technology. To this end, the purpose of this research is to better understand consumers’ favorable attitudes and use the frequency of mobile self-checkout in fashion retail stores by analyzing consumers’ hedonic shopping motivations, risk perceptions, and fashion innovativeness. Data were collected from 229 US participants through a nationwide online survey. The results indicated fashion innovativeness was related to social shopping motivation, idea shopping motivation, and value shopping motivation. Consumers’ favorable attitudes towards mobile self-checkout led to a higher use frequency. Theoretical and managerial implications were provided.

Keywords: Mobile self-checkout, Hedonic, Shopping motivations, Fashion innovativeness

How to Cite:

Liang, Y., Lee, S. & Workman, J. E., (2022) “Consumers Hedonic Shopping Motivations of Using Mobile Self-Checkout in Fashion Retail Stores”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi:



Published on
23 Sep 2022
Peer Reviewed