Beyond convenience, toward technology: a qualitative study on consumer behavior emerging trends in vending machines

This study investigates the evolving consumer behavior within the vending machine industry, emphasizing the role of emerging technologies and gamification in shaping customer experiences. Through qualitative analysis of 20 in-depth interviews with vending machine users aged 20-50, key themes were identified: consumer habits and purchasing experiences, the integration of advanced technologies, and gamification strategies. Findings suggest a shift from traditional, impulse-driven purchases to more immersive and planned interactions facilitated by personalization, fresh and locally sourced products, and innovative technologies such as augmented reality. Gamification emerged as a promising avenue for fostering consumer engagement and loyalty, particularly through point-collection systems and sustainable choices. This research highlights the potential for vending machines to transition into dynamic retail spaces that align with modern consumer expectations, offering actionable insights for managers aiming to innovate in this sector.