A Study on the Experience Value, Perceived Benefits, and Revisit Intention of Consumers Using Smart Unmanned Convenience Stores

Purpose: This study analyzed the consumer use behaviors in unmanned convenience stores that could purchase with non-face-to-face in the retail distribution business environment where consumer needs become diversified. And provides the expansion and understanding, and practical implications of the theory of consumer behaviors in completely unmanned stores according to the advance of unmanned technology in the future. Research design, data, and methodology: This study had conducted an exploratory factor analysis and confirmatory factor analysis to analyze the reliability and validity of the measurement items through SPSS21.0 and AMOS20.0. For verifying the research hypothesis, the goodness-of-fit-test and hypothesis of the research model were verified using AMOS20.0 and presented the results. Results: First, Suggest the reinforcing strategy of the differentiated experience value for each sales item in unmanned convenience stores. Perceived enjoyment appeared a high impact on hedonic value and economic value, while perceived usefulness appeared a high impact on functional value only. Therefore, it is necessary to have the reinforcing strategy of the economic value according to the sales items. Second, it demonstrated the relationship between perceived enjoyment and perceived usefulness of unmanned convenience stores. Finally, it was shown the importance of perceived enjoyment. The revisit intention of unmanned convenience stores was appeared to have high perceived enjoyment. The results of this study are meaningful in which confirmed the experience value in unmanned convenience stores and improved the understanding of future fully unmanned stores. Implications: This study of unmanned convenience stores has significance as the initial research to prepare for the emergence of completely unmanned stores in the future and expanded the online and offline centered research theory that was limited in prior studies. And the result that the revisit intention of the customers using unmanned convenience stores manifested high, predicts the continuous expansion of unmanned stores.