The Effects of Unmanned Store Selection Factors on Revisit Intention: Focusing on the Mediating Effect of Perceived Value

Abstract

Purpose The purpose of this study is to investigate empirically the effects of unmanned store selection factors on perceived value and revisit intention. The mediating effect of perceived value in a structural relationship among variables is also tested. Design/Methodology/Approach Data were gathered from 216 consumers with shopping experience in unmanned stores. In order to test the suggested hypotheses in this research model, SPSS 20.0 and AMOS 20.0 were used for statistical analysis. Findings Results of this empirical research showed that the variable of payment convenience had positive impacts on perceived value and revisit intention. Physical environment had positive effects on perceived value and revisit intention as well. All direct paths designed in research model were significantly tested. Finally, a core variable of perceived value was confirmed to mediate between unmanned store selection factors and revisit intention. In this study, a mediator variable of perceived value played in a key role. Research Implications In unmanned store research, this study is the first attempt at empirical research on the value provided from a cost-benefit perspective. Meaningful results were derived from newly found the causal paths among payment convenience, physical environment, and perceived value. The reason why consumers that use unmanned stores revisit is that economic value in terms of the cost-benefit is more important than any other value. Managerial efforts for unmanned stores should be focused on increasing economic value, such as value for money, product assortment, and free service for consumers. Some theoretical and practical recommendations are suggested