An Analysis of Gender Differences in the Innovative Function Design of Supermarket Self-service Checkout Kiosk.

This research provides insight into applying self-service checkout kiosks in supermarkets to create innovative service experiences based on gender. A self-service checkout kiosk is essentially a device that allows consumers to interact directly with a supermarket, receive service at their convenience, increase revenues and streamline all purchasing processes. This innovative technology allows customers to have a better user experience without queues. To know the gender difference of self-service checkout kiosks' innovative service, this study began with the user-centered process that integrates emotional design and user experience design to analyze the supermarket's application scenarios of self-service checkout kiosks. Then we proposed eighteen innovative functions to create better service experiences for customers. We use Kano's Model method to design a questionnaire and invite candidate users to evaluate the proposed innovative functions by converting each respondent's answer to a score of "satisfaction potential." The Kano's Model evaluation results are then classified the proposed innovative functions into must-be, one-dimensional, attractive, and indifference categories and show gender differences. The results of this research show that gender does affect system performance and users' satisfaction classification, priority, and user experience to the proposed self-service checkout kiosk innovative functions. The results also show a comprehensive analysis of the gender difference in the innovative function design of supermarket self-service checkout kiosks. The contributions of this research can not only be used by the stakeholders of supermarkets to draw their strategies for deploying self-service checkout kiosks but also provide a better user experience design to the supermarket customers. Thus, in future designs, designers can refer to the results of this study to design self-checkout kiosks for offline retail shops based on brands with different positioning.