Chen Jiahe, Chang Yu-Wei
School of Business, Western Sydney University, Locked Bag 1797, 2751 Penrith, NSW Australia.
Department of Business Management, National Taichung University of Science and Technology, No. 129, Section 3, Sanmin Road, North District, 404 Taichung City, Taiwan.
Electron Mark. 2023;33(1):1. doi: 10.1007/s12525-023-00635-6. Epub 2023 Apr 3.
Smart retail stores have been gaining momentum in smart retailing. Instead of relying on in-store staff like traditional counterparts, smart retail stores provide an unmanned environment purely enabled by various in-store smart technologies that support customers throughout the shopping journey. This unstaffed operating model also enables smart retail stores to provide competitive prices by reducing labor costs. However, studies have overemphasized the unique value offered by smart technology but discounted the common value strengthened in smart retail. This study applies the situational factor framework to identify both unique and common factors empowered by smart technology from a comprehensive perspective; then, technology readiness is incorporated to explore consumer purchase intentions in smart retail stores. A total of 283 survey data were collected and analyzed. The main results indicate that most situational factors have a direct effect on purchase intention, and technology readiness enhances the unique situational factors enabled directly by smart technology.
智能零售商店在智能零售领域正蓬勃发展。与传统零售商店依赖店内员工不同，智能零售商店提供了一个无人环境，完全由各种店内智能技术驱动，这些技术在整个购物过程中为顾客提供支持。这种无员工运营模式还使智能零售商店能够通过降低劳动力成本提供具有竞争力的价格。然而，以往研究过度强调了智能技术所提供的独特价值，却忽视了智能零售中强化的共同价值。本研究应用情境因素框架，从全面的视角识别智能技术赋予的独特因素和共同因素；然后，纳入技术准备度来探究消费者在智能零售商店的购买意愿。共收集并分析了283份调查数据。主要结果表明，大多数情境因素对购买意愿有直接影响，并且技术准备度增强了由智能技术直接促成的独特情境因素。
