New technologies are constantly introduced in our everyday life. Societies and people have reaped great benefits from integrating information technology into a plethora of societal and commercial functions. However, innovations are not unconditionally accepted by users. Since digital innovations constantly are introduced to aid us, there is an interest in understanding what factors would either influence us or make us prone to adopt new technologies. The main research question is to identify the key influences, both positive and negative, within technology adoption. The scope was limited to Scandinavian supermarkets and the technology of adoption intention was the Smart Cart; a seamless approach to make your shopping experience easier. Through a value-based acceptance model (VAM), a quantitative survey was conducted to explore consumers, attitudes towards Smart Cart through the factors perceived usefulness (PU), perceived enjoyment (PE), perceived privacy risk (PPR) and perceived difficulty to use (PDU), in relation to the perceived value (PV) of the product which can eventually lead to intention to adopt and use(IAU). The findings showed that perceived usefulness (PU) and perceived enjoyment (PE) demonstrated a strong positive correlation to potential users’ perceived value (PV) of Smart Cart while perceived privacy risk (PPR) showed a weak negative and perceived difficulty to use (PDU) showed a medium-strong positive correlation to potential consumers’ perceived value (PV) of the product. Potential consumers’ perception of Smart Cart’s value (PV) showed a strong positive correlation with intention to adopt and use (IAU).