數位化正在改變食品零售業，影響消費者對新科技的認知和使用方式。本研究探討了自助結帳、智慧購物車等數位科技如何影響消費者的行為。為此，我們對182名參與者進行了定量調查，以了解他們對雜貨店數位化的態度。本研究採用技術接受模型（TAM）等模型分析了來自不同年齡組和性別的調查數據。結果表明，如果新技術易於使用且實用，消費者會接受它們。然而，由於對資料保護和人際互動方面的擔憂，消費者在使用數位工具時仍然持謹慎態度。儘管如此，結果清楚地表明，年輕消費者比年長消費者更樂於接受創新。本研究的結果為理解不同年齡層的消費者如何接受和應對食品零售中的數位技術，以及他們的行為如何因此而改變，提供了一個有價值的框架。此外，本研究也為希望引進數位化解決方案的零售商提供了實用建議。

Digitalisation is changing the food retail industry by influencing the way consumers perceive and use new technologies. This study examines how digital technologies such as self-service checkouts, smart shopping carts and others influence consumer behaviour. For this purpose, a quantitative survey was conducted with 182 participants to determine their attitudes towards digitalisation in grocery stores. The study use model such as the Technology Acceptance Model (TAM) to analyse survey data from different age groups and genders. The results show that consumers accept new technologies if they are easy to use and helpful. However, digital tools are still used with caution, as concerns about data protection and personal interaction were expressed. Nevertheless, the results clearly show that younger consumers are more open to new innovations than older ones. The results of this study provide a valuable framework for understanding how consumers of different ages accept and respond to digital technologies in food retail and how their behaviour changes as a result. In addition, the study provides practical tips for retailers aiming to introduce digital solutions.

Thesis Validation Letter i
Declaration ii
Chinese Abstract iii
English Abstract iv
Table of Contents v
List of Figures viii
List of Tables ix
List of Abbreviations x
1. Introduction 1
1.1. Problem statement and research gap 1
1.2. Research objectives and questions 1
1.3. Structure of the thesis 2
2. Literature review & Theoretical Foundations 4
2.1. Consumer Behaviour 4
2.1.1. Definition 4
2.1.2. History 4
2.1.3. The Technology Acceptance Model (TAM) 5
2.2. The Future of Retail: Digitalisation 7
2.2.1. Definition 7
2.2.2. Technological innovations 7
2.2.3. Anticipated technologies 12
2.2.4. Consumer expectations for the future 13
2.3. Research status 13
3. Methodology 15
3.1. Research design and approach 15
3.2. Data collection 16
3.3. Data analysis methods 18
4. Analysis 23
4.1. Overview of data collected 23
4.2. Findings on Digitalisation 25
4.2.1. Digital Touchpoints in Retail 25
4.2.2. General Attitudes Toward Digitalisation 27
4.3. Perceived Usefulness & Ease of Use 28
4.3.1. T-test 29
4.3.2. ANOVA 31
4.4. Findings on consumer behaviour 33
4.4.1. Consumer behaviour towards digitalisation 33
4.4.2. Behavioural Responses to Used Technologies 35
4.5. Qualitative Insights from Open-Ended Questions 36
4.5.1. Desired Digital Tools 36
4.5.2. Concerns about Increasing Digitalisation 39
4.6. Findings in the research review 41
4.7. Summary of results 42
5. Conclusion 43
Bibliography 47
Appendix A 53
Appendix B 57
Appendix C 60

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