무인편의점을 이용한 소비자의 지각된 요인이 추천의도에 미치는 영향 : 자기효능감과 스마트폰 친숙도의 조절 효과를 중심으로 (A Study on the Effect of Perceived Factors of Consumers Using Unmanned Convenience Stores on Recommendation Intention: Focused on the Moderating Effect of Self-efficacy and Smartphone-familiarity)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 22권 / 5호 / 135 ~ 156페이지
· 저자명 : 주림, 장흔수, 박찬욱

초록

In recent years, China has introduced advanced technology and has become unmanned in many fields. In the Post-COVID-19 era, Unmanned Convenience Stores (UCS) operating in a new mode of non-face-to-face consumption are gaining attention again, with many experienced consumers posting their UCS shopping experiences online and actively promoting them. Therefore, this study examines the effect of consumer perceived factors on the intention to recommend unmanned convenience stores and also confirms the moderating effect of self-efficacy and smartphone-familiarity. In this study, by analyzing data uploaded by experienced UCS users and consumer exploratory factors (convenience, novelty, price rationality, comfortable shopping environment) were selected through text mining technique. Then conducted a questionnaire survey on 385 consumers who had the experience of using UCS in China. The results of this study found that there are three main effects. First, all the consumer exploratory factors (convenience, novelty, price rationality, comfortable shopping environment) have a significant effect on Perceived Ease of Use. Second, except for the novelty and comfortable shopping environment, the remaining variables have a significant effect on Perceived Usefulness. Third, it was found to be moderated by levels of self-efficacy and smartphone-familiarity. This paper validates consumer exploratory factors and key drivers of usage from a consumer perspective. It is expected to provide theoretical and practical inspiration for consumer acceptance of unmanned convenience stores and lay a foundation for future research to formulate suitable unmanned convenience store strategies.

영어초록

In recent years, China has introduced advanced technology and has become unmanned in many fields. In the Post-COVID-19 era, Unmanned Convenience Stores (UCS) operating in a new mode of non-face-to-face consumption are gaining attention again, with many experienced consumers posting their UCS shopping experiences online and actively promoting them. Therefore, this study examines the effect of consumer perceived factors on the intention to recommend unmanned convenience stores and also confirms the moderating effect of self-efficacy and smartphone-familiarity. In this study, by analyzing data uploaded by experienced UCS users and consumer exploratory factors (convenience, novelty, price rationality, comfortable shopping environment) were selected through text mining technique. Then conducted a questionnaire survey on 385 consumers who had the experience of using UCS in China. The results of this study found that there are three main effects. First, all the consumer exploratory factors (convenience, novelty, price rationality, comfortable shopping environment) have a significant effect on Perceived Ease of Use. Second, except for the novelty and comfortable shopping environment, the remaining variables have a significant effect on Perceived Usefulness. Third, it was found to be moderated by levels of self-efficacy and smartphone-familiarity. This paper validates consumer exploratory factors and key drivers of usage from a consumer perspective. It is expected to provide theoretical and practical inspiration for consumer acceptance of unmanned convenience stores and lay a foundation for future research to formulate suitable unmanned convenience store strategies.

참고자료

· 없음