Factors and traits that drive customers to shop at unmanned stores

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题名:	Factors and traits that drive customers to shop at unmanned stores
作者:	許倪;XU, NI
贡献者:	企業管理學系
关键词:	無人商店;技術準備;情境因素;推薦意圖;用戶意圖;Unmanned store;Technology readiness index;Situational factors;Intention to recommend;User intention
日期:	2023-06-20
上传时间:	2024-09-19 15:22:38 (UTC+8)
出版者:	國立中央大學
摘要:	由於信息和通信技術的快速發展，大量無人商店陸續開設。這些無人商店具有明顯的優勢，例如快速的結賬流程和較低的人工成本。無人商店行業有望快速發展，但事實上一些無人商店已經倒閉。本研究努力建立一個集成模型來回答以下問題：（a）什麼類型的顧客傾向於訪問無人商店？，（b）在全自動無人商店環境中，什麼物聯網 (IoT)情境因素是否可以激發客戶的購物意願？(c) 哪些物聯網情境因素可以激勵客戶傳播他們的積極體驗？這項研究整合了情境因素和技術準備。本研究使用社會環境、時間視角、先行狀態和任務定義來描述物聯網服務的情境因素。由於無人店廣泛部署物聯網設備，顧客長期採用技術的傾向對無人店現狀的接受度起著關鍵作用。在本研究中， TR( technology readiness )被視為一種長期先行狀態。TR被分為PTR( positive TR )和NTR (negative TR )，兩者都被視為二階結構。為了了解客戶參與營銷的意願，推薦意圖被整合到本研究提出的模型中。首先，結果顯示適應無人商店的情境因素可以提高購物意願。其次，雖然大多數檢查情境因素的研究都傾向於忽視客戶的心理狀態而側重於環境因素，但本研究表明，技術準備在影響用戶對身體狀況的評估方面起著關鍵作用。第三，結果表明積極的情境因素也鼓勵顧客推廣無人商店。據我們所知，本研究首次提出並驗證長期前因狀態可用於探索影響客戶使用無人商店甚至 self-service technology (SST) 的意向的因素。由於客戶採用技術的傾向在技術接受中起著關鍵作用(Kim & Chiu, 2018; C.-H. Lin et al., 2007; Walczuch et al., 2007)，本研究將TR作為長期先行狀態。其次，雖然一些研究(Collier et al., 2015; Gelderman et al., 2011; Kazancoglu & Kursunluoglu Yarimoglu, 2018)也檢查了一個或兩個情境因素作為吸引客戶使用SST的主要決定因素，但沒有一項研究同時採用所有五個因素（特別是先行狀態）。 Collier 等人強調了這個問題(Collier et al., 2015)，他認為研究人員沒有意識到 SST 研究應該採用的情境因素。商店級別的SST使用四種情境因素進行描述，這些因素被視為購物意圖和推薦意圖的主要決定因素。 ;The recent rapid development of information and communication technologies have led to the opening of numerous unmanned stores worldwide. These stores have clear advantages, such as fast checkout processes and low personnel cost. The unmanned store industry was expected to grow quickly, but some unmanned stores have gone out of business. To identify suitable customers and beneficial shopping situations, this study strives to establish an integrated model that answers the following questions: (a) What types of customers are inclined to visit unmanned stores? (b) In a fully automated unmanned store environment, what are the Internet of Things (IoT)-enabled situations that can arouse the shopping intentions of customers? (c) What are the IoT-enabled situations that can motivate customers to spread their positive experiences? This study integrates situational theory and technology readiness. To describe the crucial role of the unique services provided by unmanned stores, the present study used the concept of social surroundings, temporal perspectives, and task definitions to describe the IoT-enabled services. Because unmanned stores extensively deploy IoT devices, the long-term tendency of customers to adopt technology plays a key role in their acceptance of the situations present in unmanned stores. In the present study, technology readiness (TR) was treated as a long-term antecedent state that is present when customers evaluate the situations created through IoT in unmanned stores. TR was divided into positive TR (PTR) and negative TR (NTR), both of which were treated as second-order constructs. To understand the willingness of customers to participate in viral marketing, intention to recommend is integrated into the model proposed in the present study. First, the results reveal that the situational factors adapted for the application of unmanned stores can enhance shopping intention. Second, although most studies examining situational factors have tended to ignore the psychological status of customers and focused on environmental factors, the present study demonstrates that technology readiness plays a key role in influencing user evaluation of physical situations. Third, the results indicate that positive situational factors also encourage customers to promote unmanned stores. To the best of our knowledge, the present study is the first to posit and verify that long-term antecedent states can be utilized to explore the factors that affect the intention of customers to use unmanned stores and even self-service technology (SST). Because the tendency of customers to adopt technology plays a key role in technology acceptance (Kim & Chiu, 2018; C.-H. Lin et al., 2007; Walczuch et al., 2007), the present study incorporated TR as a long-term antecedent. Second, although several studies (Collier et al., 2015; Gelderman et al., 2011; Kazancoglu & Kursunluoglu Yarimoglu, 2018) have also examined one or two situational factors as the main determinants for attracting customers to use SST, none of them have adopted all five factors simultaneously (particularly antecedent states). This problem was highlighted by Collier et al. (Collier et al., 2015), who argued that researchers are unaware of the situational factors that should be adopted for SST research. Store level SST factors are described using four situational factors, which are treated as the main determinants of shopping intention and intention to recommend.
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