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A Study on the Behavior Use of Self-Service Store through the Integration of UTAUT Model and Perceived Risk
Because of the rapid development of technology, the self-service store that uses a large number of new technologies to replace human resources has been launched around the world. However, whether the new retail concept is constantly enough to meet the needs and preferences of consumers will be the key factor in their final decision. This study took the UTAUT as the rationale, combined the perceived risk facet, and incorporated the demographic variables into adjustment variables to explore the user's intention to use the self-service store. To verify the applicability of the research model and key factors, this study used the SEM as an analytic tool. The survey method was used to conduct convenience sampling, granted 181 questionnaires altogether in this research. The objects of study were the employees of A Company who had the experience of using the self-service store. According to the results of this study, performance expectancy, effort expectancy, social influence, facilitating conditions were very important constructs to the behavioral intention and use behavior. In the model path analysis, UTAUT had certain applicability in the self-service store. In the multi-group analysis, the path relationship of each facet was not significantly affected by the users’ gender, but there was the effort expectancy and facilitating conditions that can vary due to age. Based on the results, five suggestions were penetrated as follows： 1. Strengthen the risk management of shopping in the self-service store. 2. Survey users’ demand around the self-service store to fit the user’s expectations. 3. Provide a friendly user interface that operates processes to make user easy shopping at the store. 4. Create social media such as facebook group that is convenient for users to share their experiences. 5. Set up an instant service system in the store to help users when they have a problem immediately. 6. Create a marketing strategy for different age to quickly acquaint the self-service store operation method.
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