Title: Customer acceptance of unmanned stores with a focus on grocery retail

Authors: Caroline Heins; Sebastian Scheler

Addresses: Zeppelin Universität Gemeinnützige GmbH, Am Seemooser Horn 20, 88045 Friedrichshafen, Germany ' Institute for Strategy and Marketing, OST–Eastern Switzerland University of Applied Sciences, Rosenbergstrasse 59, 9001 St. Gallen, Switzerland

Abstract: Unmanned stores are one of the latest conceptual developments in retail and have received much attention, especially in the context of COVID-19-related social restrictions and the associated changes in consumer behaviour. The concept considers the latest technological developments and promises to offer various benefits to consumers and retailers based on artificial intelligence and automation. Using a German sample, this paper aims to evaluate consumers' acceptance of and intention to use the most prominent innovative solutions in unmanned stores. A modified technology acceptance model (TAM) as a theoretical framework was applied to the study. The results of the structural equation modelling make two contributions to the existing literature: First, the acceptance criteria for unmanned stores have not been analysed previously. Second, the modified TAM could be confirmed in this study. We provide empirical evidence suggesting that significant numbers of consumers accept unmanned stores, especially if the stores are strategically located and when individuals have a high innovation affinity.

Keywords: retail innovation; COVID-19; innovation; emerging technology; unmanned retail solutions; technology acceptance model; TAM; structural equation modelling.

DOI: 10.1504/IJSTM.2024.138248

International Journal of Services Technology and Management, 2024 Vol.29 No.1, pp.18 - 38

Accepted: 30 Nov 2023
Published online: 30 Apr 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article