| Summary: | 碩士 === 國立高雄科技大學 === 國際管理碩士學位學程 === 107 === In the last decade, there have been rapid changes in the retail sector across the global. Today’s forward-thinking retailers have gradually integrated new technologies into their business strategies to attract customers and remain interest. Adopting new in-store technologies means the retailers may not only simply sell goods; instead, they are likely to offer new services and experiences to customers by connecting their online and offline technologies. Given this development, this research motivation is to figure out what determines use intention towards automated retail stores in Vietnam market. Research interest also indicates perceived risks would affect customers in their intention to shop toward the new concept of convenience store. This research develops a conceptual model from existing literature and conducts an empirical study to verify the hypotheses. 202 valid questionnaires are collected and then the data is analyzed by using single regression and PROCESS Macro 23 method. The results show that 1) technology trait is positively related to customer perceived value 2) customer perceived value is positively related to intention to shop. In addition, mediation and moderation tests indicate that customer perceived value does mediate the relation of technology trait and intention to shop, while 3) perceived risk weakens the relationship between technology trait and customer perceived value, as well as 4) perceived risk does not moderate the relationship between customer perceived value and intention to shop. Lastly, there are significant differences between two genders towards technology trait and intention to shop in the sample size while individual innovativeness has significant difference with respect to the perceived risk. The study ends with managerial implications and suggestions for retailer practitioners on how to enhance customer’s overall intention to shop at the automated retail stores.
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