The Impact of Unmanned Store Characteristics on Stickiness Intention through Consumer Value

Abstract

Despite the growth of unmanned stores alongside innovative technological advancements, research on consumer value and purchase intentions regarding unmanned stores remains relatively scarce. Therefore, this study aimed to investigate the impact of unmanned store characteristics on stickiness intentions based on consumer value. An online survey was conducted from October 10th to October 17th, 2023, targeting 350 individuals who had made purchases at unmanned stores, and a total of 319 responses were used for analysis. The research findings indicate that the characteristics of unmanned stores responsiveness, tangibility, and reliability positively influence consumers' experiential value, subsequently increasing stickiness intentions. Moreover, Tangibility positively affected economic value, while reliability had a positive impact on psychological value. Consumer value was found to significantly impact stickiness intentions. Confirming the influence of each unmanned store characteristic through various consumer values on stickiness intentions, this study suggests that strategic planning to enhance consumer stickiness intentions is feasible. It also underscores the necessity of store operational strategies that consider the significance of consumer value.