Dishonesty and social presence in retail
type: CreativeWork
description: The independent style of scanning and payment at self-service checkouts (SCOs) has resulted in areas for concern. The reduction of employee involvement may reduce the social presence perceived at a SCO. Social presence is when a user experiences the perception that there is another intelligence or entity within their environment (Short, William & Christie, 1976). If customers are not influenced by the social presence of the employees at a SCO then it may affect their behaviour. Using a mixed methods approach, with a combination of qualitative and quantitative data gathering, this thesis investigated dishonest behaviours at self-service checkouts and the effects of a social presence on consumer behaviour. The overreaching research question then guiding this dissertation is: What effect does a social presence have on thefts at self-service checkouts and can social presence be effectively implemented via technology? Three exploratory qualitative (Studies 1-3) and two empirical studies (Studies 4-5) were conducted to investigate issues surrounding thefts at SCO with reference to social presence. Study 1 consisted of in-depth observations of customers within supermarkets to gain an understanding of everyday behaviours associated with self-service checkouts. Both customers and staff seemed to be frustrated at the amount of times the technology did not work properly and the customer would appear disadvantaged when they required assistance. With an understanding of the salient factors and behaviours associated with self-service checkouts, Study 2 then explored SCO staff perceptions of thefts at self-service checkouts (Creighton et al., 2015). Qualitative semi-structured interviews were used to investigate the perceived influence of social presence at self-service checkouts by staff and its perceived effect on dishonest customer behaviour. Twenty-six self-service checkout staff took part in a series of semi-structured interviews to describe customer behaviours with self-serv…
abstract: The independent style of scanning and payment at self-service checkouts (SCOs) has resulted in areas for concern. The reduction of employee involvement may reduce the social presence perceived at a SCO. Social presence is when a user experiences the perception that there is another intelligence or entity within their environment (Short, William & Christie, 1976). If customers are not influenced by the social presence of the employees at a SCO then it may affect their behaviour. Using a mixed methods approach, with a combination of qualitative and quantitative data gathering, this thesis investigated dishonest behaviours at self-service checkouts and the effects of a social presence on consumer behaviour. The overreaching research question then guiding this dissertation is: What effect does a social presence have on thefts at self-service checkouts and can social presence be effectively implemented via technology? Three exploratory qualitative (Studies 1-3) and two empirical studies (Studies 4-5) were conducted to investigate issues surrounding thefts at SCO with reference to social presence. Study 1 consisted of in-depth observations of customers within supermarkets to gain an understanding of everyday behaviours associated with self-service checkouts. Both customers and staff seemed to be frustrated at the amount of times the technology did not work properly and the customer would appear disadvantaged when they required assistance. With an understanding of the salient factors and behaviours associated with self-service checkouts, Study 2 then explored SCO staff perceptions of thefts at self-service checkouts (Creighton et al., 2015). Qualitative semi-structured interviews were used to investigate the perceived influence of social presence at self-service checkouts by staff and its perceived effect on dishonest customer behaviour. Twenty-six self-service checkout staff took part in a series of semi-structured interviews to describe customer behaviours with self-serv…
author: Siebenaler, Susan
language: eng
keywords: Self-service checkouts, Dishonesty, Social presence, Retail surveillance, Mixed methods, Agents, Eye tracking
date published: 2017-9-21
date modified: 2026-07-24T00:50:03Z
provider: Abertay University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: Abertay University