Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Consumer Acceptance of Cashierless Fashion Stores -Effect of Store Attributes and the Moderating Role of Consumer Technical Readiness-

무인패션점포 수용 - 점포속성의 영향과 소비자 기술준비도의 조절효과 -

  • Soyun Park (Dept. of Clothing & Textiles, Chonnam National University) ;
  • Soo-kyoung Ahn (Dept. of Clothing & Textiles, Chonnam National University)
  • Received : 2022.12.02
  • Accepted : 2023.01.19
  • Published : 2023.02.28
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Abstract

With the proliferation of the "Untact" culture (non-face-to-face society), advanced technologies have accelerated the cashierless systems in the retail context. Cashierless fashion stores are expected to grow rapidly in the same way automated convenience stores grew in popularity. Applying the extended technology acceptance theory, this study aims to investigate how the attributes of cashierless fashion store influence consumers' acceptance of it and to examine how consumer's technology readiness moderates the model. Two online surveys-preliminary and secondary-were conducted to collect data from consumers in their 20s and 30s who had experienced cashierless stores over the past year. To analyze a total of 423 responses, this study conducted a confirmatory factor analysis, a multi-group factor analysis, a multi-group structure equation modeling, and a descriptive analysis. The results demonstrate that convenience, trustworthiness, and price had a positive impact on perceived ease of use, while service quality had a negative one. Enjoyment, convenience, trustworthiness, and price positively influenced perceived usefulness. Both perceived ease of use and usefulness increased the intention to use. Furthermore, the multi-group comparison confirmed that the positive dimensions of consumer's technology readiness played a moderating role in the model. This study provides a research foundation for consumer acceptance of technologically advanced stores and offers practical implications to companies planning cashierless fashion stores.

Keywords

References

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