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Abstract  Title: Self-service technology and baby boomers: An empirical study of baby boomers’ acceptance towards self-service technologies in supermarkets. Authors: Casper Elheim, Eric Lindén & Hannes Löfquist Institution: Linnaeus University, School of Business and Economics. Program: Detaljhandel and Service Management (180 hp)  Course: 21VT-2FE67E Supervisor: Christine Tidåsen  Examiner: Selcen Öztürkcan Purpose: The purpose of this thesis is to study the personal characteristics of baby boomers, and how these characteristics are affecting the perceived ease of use and perceived usefulness of SSTs. Furthermore, how the perceived ease of use and perceived usefulness, in turn, are affecting the attitudes towards actual system use.  Method: A qualitative interview study was conducted to collect the data required to address the research question and purpose of the degree project. The approach is inductive, with a few deductive elements.  Conclusions: The personal characteristics of an individual within the baby boomer generation did not have the expected impact on the perceived ease of use and perceived usefulness of self-scanning. Decreases and increases in technology innovativeness caused changes in perceived usefulness, and self-efficacy and technology anxiety only affected each other.