국내 무인편의점 유형에 따른 소비자 기술 수용도 차이에 대한 연구 - 무인매장 구매 여정에 따른 서비스스케이프 요인을 중심으로 -

초록

Unmanned convenience stores are increasing following COVID-19, which is resulting in a wider use of retail technology. Previous studies focused on retail technology application cases or store environments in unmanned stores, and there was a lack of research on consumer technology acceptance by the level of retail technology development. This study classified unmanned convenience store types according to the level of retail technology development and analyzed differences in consumer perception and behavior for each type. Through a literature review, we defined the concept and type of unmanned convenience stores, investigated retail technology application technologies, and derived servicescape factors for each stage of the customer decision journey. Based on this, we conducted a survey and analyzed the difference in intention to visit depending on the type of unmanned convenience store by level of retail technology application. As a result, the convenience of the payment stage for self-payment type unmanned convenience stores, and the convenience of the entry stage for smart unmanned convenience stores were the most important factors in the customer experience. The results of this study can be used as basic data to improve the retail technology-based unmanned convenience store environment in the future.

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