The Study on the Effect of Self-Service Technologies Service Quality and Novelty on Repatronage Intention of Cashierless Store: Social Presence as Moderator

• Main Authors: CHAI, JUI-CHUN, 翟瑞君
• Other Authors: CHANG, HUI-CHEN
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5c267h

碩士 === 國立臺北大學 === 企業管理學系 === 107 === Due to the rapid advancement of technology, cashierless stores, which combine artificial intelligence (AI) and Internet of Things (IoT), emerged. After the launching of Amazon Go, countries around the world followed this trend, for instance Taiwan’s X-Store and China’s Bingo Box. In addition to reducing labor costs, company anticipates by setting up cashierless store can increase shopping speed, autonomy, and convenience through self-service technologies (SSTs) and cashless transaction and thereby increase customers’ shopping experience and loyalty. However, what customers really care is the value they perceived. Thus, this study aims to explore the effect of self-service technologies service quality and novelty on repatronage intention through perceived risk and perceived benefit. Furthermore, human warmth is one of the important traits that Taiwan people valued. Since cashierless stores are unmanned, whether cashierless stores can provide the human warmth that is similar to regular store remain unknown. Hence, this study also aims to explore the effect of social presence on the relationship between perceived risk and repatronage intention and the relationship between perceived benefit and repatronage intention. This study is based on an online survey of a total sample of 231 valid respondents who had experience with cashierless store. Confirmatory factor analysis (CFA) is adopted to examine the reliability and validity of measurement scales, and structural equation modeling (SEM) and regression are used to test the hypotheses of this study. The results of this study show that perceived benefit affects customer repatronage intention and with the effect of moderator of social presence, perceived risk affects customer repatronage intention. SSTs service quality have positive effects on customers’ perceived benefit and have negative effects on customer’ perceived risk. However, novelty only have positive effects on customers’ perceived benefit. Moreover, social presence has positive moderating effect on the relationship between perceived risk and repatronage intention. Practical implications are proposed based on these research results.