The Effect of China's Unmanned Store Marketing Mix Factors on Consumer Experience and Satisfaction

Purpose: With the new trend of retailment and the development of unmanned retailment, unmanned stores in China have rapidly grown as a new type of retail format that is personalized and diversified. The purpose of this study is to verify the influence of unmanned store's marketing mix factors on consumer experience and satisfaction. It also focuses on promoting the development of unmanned stores in China. Research design, data, and methodology: This study analyzed the influence of unmanned store's marketing mix factors on consumer experience and satisfaction. This study also conducted an online survey for 12 days from March 18th to March 29th, 2020. A total of 411 questionnaires were surveyed by Chinese consumers who visited unmanned stores, and the results were used for the final analysis. Results: First, among the four factors in the marketing mix, the price does not significantly affect the sensory experience and the emotional experience, but the other factors showed a significant positive effect on all three factors of the consumer experience. Second, the four factors of the marketing mix have a positive(+) effect on satisfaction, and their influence is big in order of promotion, distribution, price, and product. Third, it was verified that the three factors of consumer experience, such as relational experience, emotional experience, and sensory experience, have a positive effect on satisfaction. Fourth, it can be seen that there is a mediating effect of consumer experience between marketing mix factors and satisfaction. Conclusions: The following conclusions can be obtained from the results of this study. Unmanned supermarkets can enhance customers' shopping experience by providing customers with scene-oriented, personalized, and experience-based services, thereby improving customers' satisfaction. At the same time, unmanned enterprises can strengthen corporate alliances and data sharing, which is beneficial for providing customized services for consumers and promoting unmanned shops.