The Research On Experience Design Of Unmanned Retail Stores From The Perspective Of Affordance

With the labor cost rising in the 21 st century,new data-driven retail industry with experience as the core has rapidly developed.Traditional offline retail is going to seek new changes,and unmanned retail stores,as a representative new retail type have gradually become one of the development directions in such digital transformation.Consumers in unmanned retail stores are no longer just buying goods,but also experiencing its services driven by unmanned high technology.This transformation makes this new offline retail scene spawn a completely different shopping way from traditional retail stores.It completely presents the interaction relationship among users,goods,technology and scene in an experience process.Furthermore,the quality of consumers' shopping experience has become one of the most important criterion for quality evaluation of unmanned retail stores.However,current theoretical and practical user experience researches on unmanned retail stores focus more on the general consumers' subjective perception instead of instructional experience elements.Unmanned retail stores have the core characteristics of new retail experience: the "people-goods-market" relationship reconstruction.It's user experience focuses on the relationship between information communication way and user behaviors in different design objects.It is similar with the core of affordance theory in design,which researches the interaction between people and things in a specific situation.Therefore,this paper aims to extract and reconstruct the experience affordance elements and their associated mechanisms.It helps optimize the shopping experience of unmanned retail stores based on affordance theory and the experience characteristics of unmanned retail stores.In this process,the previous overall perception of the user experience in unmanned retail stores will be transformed into specific contents that can be systematically analyzed.The specific user experience analysis is greatly influenced by the technology in unmanned retail stores.Consumers' behavior patterns and important shopping stages are very different in the AI-driven,the Internet-of-things-driven and the Internet-driven technology.It requires different instrumental representation,user shopping experience model and judgments of subjective experience required to be concerned in its product and service systems.Therefore,this research will select the typical type in the current Chinese market as our research object,which is the unmanned retail stores driven by the Internet of Things technology,to apply the design principles and method for practice.It will focuses on physical environment of unmanned retail stores,the shopping process and consumer emotional cognitive feedback in unmanned retail stores.Based on the systematic and specific analysis ofthe shopping experience and user researches,this research will explores the experience design principles and methods for the practice of unmanned retail stores in the future.