This study investigated the functional and emotional determinants of consumer intentions of using self-checkout technology in retail stores. Using an expanded Technology Acceptance Model (TAM) framework, this study examined the factors that impact consumer attitudes and subsequent intentions-to-use self-checkout, focusing on perceived usefulness, ease-of-use, and fun. Through a cross-sectional survey of 100 MBA students at Panjab University (response rate: 85%), the data was collected using a self-administered questionnaire. Structural Equation Modeling was employed to examine the interrelationships between the variables, with mediation effects assessed using the PROCESS SPSS Macro for Multiple Mediation. In the analysis, perceived usefulness and fun emerged as critical factors impacting consumer attitudes toward self-checkout. However, perceived ease-of-use was not found to be a significant predictor of consumer attitudes. Additionally, the study demonstrates the mediating role of consumer attitudes in coupling perceived variables with intentions of using self-checkout. These results offer valuable insights for retailers seeking to optimize the adoption and effective use of self-checkout technology.