A Study on Consumer Satisfaction and Continuance Intention in Unmanned Store Services Utilizing the Unified Theory of Acceptance and Use of Technology(UTAUT): Focusing on College Students in Busan

The perception of unmanned stores, which enable customers to utilize technology themselves, is continuously evolving. Recently, with the advancement of Information and Communication Technology (ICT), the adoption intention of unmanned stores is being recognized as a new technology. In order to achieve the purpose of the study, 304 university students (4-year, 2-year) in the Busan area were surveyed, and hypothesis testing and mediating effects were conducted using the statistical program SPSS 23.0. The hypothesis that unmanned technology services have a positive effect on consumer satisfaction was accepted. Furthermore, consumer satisfaction showed a positive influence on the intention to continue using the service. Although consumer satisfaction met the conditions for mediating effects, in the third stage, effort expectancy (0.076, p0.05) among the independent variables showed complete mediation, while performance expectancy, facilitating conditions, and social influence were statistically significant and showed partial mediation effects. From a practical standpoint, it was confirmed that performance and expectations have a significant influence on consumer satisfaction (β =0.287). Limitations of the study include its focus on university students in the Busan area, which restricts generalizability, and the sampling method where the researchers conducted the study using convenience sampling, which may introduce biases. Therefore, while the findings provide valuable insights, caution should be exercised in generalizing them beyond the specific demographic and sampling method used in this study.