Retailers are keen to adopt self-service technologies to increase productivity. However, some retailers have found it difficult to implement these technologies as they face resistance among consumers. In a survey of 760 respondents, it was found that consumers are more likely to use self-checkout counters when they believe that it is more efficient compared to staffed checkout counters, easy to use and compatible with their lifestyle. In addition, it was found that gender and age did not predict the use of self-checkout counters. This suggests that retailers need to communicate the relative merits of self-checkout counters to consumers. In particular, the perception that self-checkout counters are easy to use may be the most important factor affecting consumers’ decision to use self-service technologies.