| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 107 === As technology develops, shopping habits change, and the pressure of personnel costs in shopping malls has caused unmanned stores to emerge. However, even the ecommerce leader, Amazon leads the development of the unmanned stores. Nevertheless, consumer acceptance towards the unmanned stores seems to be lower than expected. In this study, level of involvement, perceived value, and perceived risk were used as the variables for research to understand the consumer attitudes towards the using of unmanned stores. General consumers were used as the object of study and convenience sampling was used as a method while distributing the questionnaires. A total of 270 questionnaires were distributed, and 270 were returned (response rate: 100%). SPSS 17.0 software were used to analyze the collected questionnaires. The methods used in data analysis are reliability and validity analysis, descriptive statistic, t-test, and regression analysis.
The results of the study are as follows: (1) Level of involvement has a significant impact on perceived value. (2) Level of involvement has a significant impact on attitudes towards the using of unmanned stores. (3) Perceived value has a significant impact on attitudes towards the using of unmanned stores. (4) Perceived risk has a significant impact on perceived value. (5) Perceived value has an intermediary effect on level of involvement and attitudes towards the using of unmanned stores.
Finally, based on the results of this research, its management implications are discussed and suggestions are given to those who wants to build unmanned stores.
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