Utaut2-based Research On Consumer Acceptance Behavior Of Unmanned Retail

Unmanned retail is a new shopping mode emerging in the retail industry at a certain stage of development.Through intelligent technology,consumers can purchase goods independently and complete payment and settlement by themselves.Today,with the increasing rental cost and labor cost,unmanned retail has become the exploration direction of reducing cost and improving efficiency in the retail industry.The response layout of major e-commerce enterprises and retail giants makes unmanned retail a new focus of competition in the retail market.However,consumers are still taking a wait-and-see approach to shopping.Under this background,the study of consumer acceptance and use of unmanned retail behavior,identify the key factors influencing the consumer use will and use behavior,for no one retail enterprise to understand consumer demand,raise no retail service quality,and mining potential market dynamics,to no one retail industry healthy and orderly development of the positive significance.Starting from the perspective of consumers,this paper modified and supplemented the variables in the original model based on the integrated model of technology acceptance and use(UTAUT2)in the consumer context and combined with the current development status and characteristics of unmanned retail.Habit variables in the original model were deleted,and technical trust and individual innovation were added as variables to study consumer acceptance behavior,so as to construct a theoretical model of consumer acceptance behavior with no retail.Data were collected by questionnaire survey,and descriptive statistical analysis,reliability analysis,normal distribution test,confirmatory factor analysis,structural equation model analysis and variance analysis were carried out on the collected data by software SPSS22.0 and AMOS23.0 to verify the research hypothesis.The results show that: expectation of effort,expectation of performance,technical trust,individual innovation,hedonic motivation and contributing factors significantly positively affect consumers' willingness to use unmanned retail.Social influence and price value have no significant influence on consumers' willingness to use unmanned retail.Contributing factors,individual innovation and willingness to use have significant positive effects on consumers' use behavior of unmanned retail.The intention to use has mediating effect on the relationship between contributing factors and using behavior,individual innovation and using behavior.There is no significant difference in the influence of different genders on the variables in the behavioral model of unattended retail consumers.There are significant differences in the influence of different regions on the two variables of contributing factors and technical trust,while there is no significant difference in the influence of other variables in the model.According to the above research results and combined with the influencing factors of consumers' use of unmanned retail,the following inspirations are obtained: improve shopping experience and improve service quality;Enhance practical value,improve ease of use;Pay attention to word-of-mouth marketing,strengthen social influence;Improve technical level to ensure transaction security.In order to provide reference for unmanned retail enterprises to occupy the advantage in the fierce market competition and the healthy and orderly development of unmanned retail industry.