Impact of Taiwan Unmanned Store on Consumer Intention to Use: Focusing on TAM and Innovation Diffusion Theory

Purpose: Due to the impact of COVID-19, consumers prefer to use unmanned services without face-to-face and convenient and fast checkout, and the development of unmanned convenience stores provides new channels for consumers. Thus, we use the “7-11 X-Store” that has raised up and successfully operated in recent years to conduct in-depth discussions on consumers’ intention to use. Research design, data, and methodology: This research focuses on people’s use of 7-11 X-Store after the COVID-19 period, as the research object, and using online survey to collect samples. We collected 350 questionnaires and analysis on reliability, validity analysis, correlation analysis and path analysis by SPSS 26.0 and AMOS 24.0. Results: It can be concluded that there are positive impacts on both relative advantage and complexity based on perceived ease of use. Observability has no effect on the results of perceived ease of use. Dealing with perceived usefulness, relative advantage, complexity, and observability have a positive effect. Fifth, perceived risk has a negative effect on perceived usefulness and perceived ease of use. Perceived ease of use has a positive effect on perceived usefulness. Lastly, perceived usefulness has a positive effect on intention to use and perceived ease of use has a positive effect on intention to use. Implications: As a result, we confirmed that the core variable perceived risk can be effective to the intention of using 7-11 X-Store. It can be known that it has a negative impact on perceived ease use and perceived usefulness. Therefore, we suggest set up a more secure transaction system on the unmanned checkout system and improving the compatibility of the system with mobile phone when checkout. Overall unmanned stores will have great opportunities for development in densely populated countries in Asia, such as South Korea and Japan.