A Study on Enhancing Consumer Acceptance of Unmanned Retail Stores: From the Perspective of Innovation Resistance Theory

초록

Although unmanned retail stores(UMRSs) present a promising future for the retail industry, they are still in the early stages and face the challenge of further expanding consumer acceptance. Accordingly, this study aimed to explore strategies for enhancing the diffusion of the UMRS model and improving business performance by focusing on the barriers and facilitators of consumer adoption. To achieve this goal, a research model was developed based on Innovation Resistance Theory. The data were collected through a survey, and the research model was examined using statistical techniques based on a total of 382 samples. The analysis revealed that all five resistance barriers—usage, value, risk, tradition, and image—play a significant role in shaping consumer resistance to UMRSs. Furthermore, while such resistance negatively influences consumers’ intention to adopt UMRSs, awareness and FOMO(fear of missing out) of UMRSs, which were expected to serve as facilitators, were found to exert significantly positive effects. By extending the conventional innovation resistance model through the integration of facilitating factors, this study contributes to the literature by presenting a framework that effectively explains the psychological mechanisms underlying consumer adoption of UMRSs, a recent innovative retail format. The findings and implications discussed in this study are expected to provide valuable insights and practical guidance for formulating strategies that promote the diffusion and performance of UMRSs in the future.

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