隨著科技的蓬勃發展與消費模式的改變，智慧科技也慢慢進入零售業的生態鏈，使得全球零售業都勢必面臨改變，也推動實體零售商及智慧技術的整合。然而，在新零售領域的研究，大多探討消費者的購物行為與顧客對新零售技術的滿意度及接受度，卻很少有學者在研究零售商採用新技術的行為意圖。本研究目的是以 TOE 框架探討哪些關鍵因素會影響零售企業願意採用無人商店智慧技術進而成立無人商店。因此，本研究運用計畫行為理論(TPB)和科技-組織-環境(TOE)框架為基礎，建構出本研究模型，共包含九個構面及八條假設，研究對象為正要採用無人商店智慧技術之零售商，共收集了 127 份有效問卷來檢驗假設，透過結構方程模型(PLS-SEM)來驗證構面之間的關係，本研究提出計畫行為理論和 TOE 框架整合的研究理論與模型，可供實務上零售企業將採用新技術時的借鏡，並對學術也提供零售領域的參考。;With the development of technology and the change of consumer behaviors, smart technology has entered the retail ecosystem. While the global retail industry faces these changes, traditional retailers are compelled to implement smart retail technology. Although most of previous studies on smart store technologies focused mainly on consumer shopping behavior and customer satisfaction and acceptance of new retail technologies, few examined investigation into the behavioral intentions of retailers to adopt new technologies. The purpose of this study is to explore the key factors that influence retailers’ intention to implement smart retail technologies and establish unmanned stores. Therefore, based on the theory of planned behavior (TPB) and technology-organization-environment framework (TOE), the study develops a research model including 10 constructs and 9 hypotheses. The respondents are traditional retailers which tend to implement smart retail technologies, thus, we cooperated with Jian24 distribute questionnaires to the respondents in China. A total of 127 valid questionnaires were collected to test the hypothesis using structural equation model (PLS). This study integrates TPB and TOE framework to develop a new research model. The results can offer practical suggestions for retailers to implement smart retail technologies, as well as provide an academic contribution to the research areas.
