Factors Affecting the Acceptance Intentions of Consuming at Unmanned Stores in Chengdu, China

Abstract

Abstract
          Unmanned stores are a modern and efficient form of retail that offers convenience, speed, and personalized shopping experiences. They are particularly appealing to younger generations who value freshness, fashion, and technology. While the development of unmanned stores in China is still relatively new, consumer acceptance is critical to the industry's success. At present, the current usage rate of unmanned stores in Chengdu is relatively low, and many people still feel unfamiliar and uncertain about using them. With the support from the Chengdu Municipal Government and the consumer market, Chengdu's unmanned stores have a great potential for future development. To the researchers, it is important to explore consumers’ acceptance intentions of consuming at unmanned stores in Chengdu so that the local government can take a proper direction in the unmanned retail industry. The study therefore adopted a consumer perspective for a theoretical model of consumer acceptance behavior for unmanned stores based on the Technology Acceptance Model 2 (TAM2) framework. Data were collected through a questionnaire survey, and obtained from various statistical analyses to validate the research hypotheses. The results revealed significant positive relationships between the technological characteristics of unmanned stores and consumers' perceived usefulness and ease of use. Additionally, perceived usefulness and ease of use were found to positively influence usage intention, which, in turn, positively impacted usage behavior. Recommendations were for (1) technological innovation and improvement of advanced unmanned store systems and devices to enhance consumer experience and trust, (2) simplified operation processes and clear interfaces for the ease of use, (3) marketing and consumer education, (4) safety of unmanned stores, and (5) personalized services and promotional activities based on consumer preferences and behaviors. These are for unmanned store companies to gain a competitive edge in the market development of the unmanned retail industry.

Keywords: Unmanned store acceptance, willingness to accept, technology acceptance model, consumers