無人商店，一個整合行動付款與物聯網的新購物型態，正迅速在全球擴展開來。然 而， 關於無人商店的消息並非都是正面的，也有 報導指出， 有些無人商店在中國已經倒 閉了。 因此，了解 顧客在無人商店的消費因素， 不論是對於學術研究或 相關從業者來說 都是相當重要的。 過去在無人商店議題的研究，大多著重在物連網等較技術層面的探討， 本研究以 S-O-R模型為基礎，結合情境因素與顧客認知價值來研究此議題。研究結果顯 示，產品推薦與購物速度顯著的影響功利價值、享樂價值。順暢的進入商店與產品推薦 顯著的影響享樂主義。同時，研究結果也顯示顧客認知價值顯著的影響顧問在無人商店 消費的意願 。;Smart stores integrated with Internet of things (IoT) devices to facilitate shopping are rapidly expanding worldwide. However, although the phenomenon offers fascinating novelty, some stores are being shut down in China. Previous studies on smart stores have focused on issues related to IoT devices and technology. The objective of this study is to better understand the factors that attract customers to shop at smart stores. Firstly, the current study is to adopt the stimulus–organism–response framework and new situational variables to study the effect of IoT-enabled shopping processes on shopping values. And the shopping values further trigger shopping intention and word-of-mouth intention. We observed that all hypotheses were supported by the study results, except for store location and product quality with utilitarian value. The study findings can serve as a reference for retail management personnel in enhancing store features to promote customer repurchase intentions.
