Abstract
The development of ICT including IOT and AI has changed individuals’ daily lives and the structure of society. In particular, retail industry associated with everyday life has been influenced significantly. One of the representative examples of it is unmanned stores. Particularly in China, the unmanned store market is growing rapidly after the COVID-19 pandemic. Therefore, it seems to be necessary to study Chinese consumers’ satisfaction with and loyalty towards unmanned stores. To identify satisfaction with and loyalty to unmanned stores, this study applied experience economy factors, adopted service quality as an additional variable, and conducted analysis with involvement as a moderating variable. According to the main results of this study, first, unmanned stores’experience economy factors, entertainment factors and esthetic factors, have positive (+) effects on satisfaction. Second, among the factors of unmanned stores’ service quality, convenience and security significantly positive (+) effects on satisfaction. Third, satisfaction with unmanned stores have positive (+) effects on loyalty. Accordingly, to elevate consumer satisfaction, companies should identify consumer needs promptly and collect information for improvement or better use to provide consumers with better products and services. Lastly, involvement has moderating effects in correlation between convenience, a factor of service quality, and satisfaction. Therefore, companies should value the entertainment and esthetic factor of unmanned stores, ensure the convenience and security of services, and make efforts to positively raise consumers' awareness of unmanned stores.
Published Version
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