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Asian Journal of Information and Communications 12(1)
Asian Journal of Information and Communications 12(1)

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Asian Journal of Information and Communications

Factors affecting repatronage intention of cashierless stores in Taiwan Jui-Chun Chai and Hui-Chen Chang

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  • 2020-10-07
Due to the rapid advancement of technology, the increasing cost of human resource and the
approach of aging society, cashierless stores, which combine artificial intelligence (AI) and
Internet of Things (IoT), emerged. After the launching of Amazon Go in 2016, countries
around the world followed this trend, for instance Taiwan’s X-Store and China’s Bingo
Box. In addition to reducing labor costs, by setting up cashierless store, companies can
increase shopping speed, autonomy, and convenience through self-service technologies
(SSTs) and thereby increase customers’ shopping experience and loyalty. However, what
customers anticipate is the value they perceive. Furthermore, human warmth is one of the
important traits that Taiwan people value. Since cashierless stores are unmanned, whether
cashierless stores can provide the warmth that is similar to a regular store remains unknown.
Thus, this study aims to explore the effect of SSTs service quality, novelty, and social
presence on repatronage intention through perceived risk and perceived benefit. This study
is based on an online survey of total samples of 231 valid respondents who had experience
with convenience store type of cashierless store in Taiwan. Confirmatory factor analysis is
adopted to examine the reliability and validity of measurement scales, and structural
equation modeling is used to test the hypotheses of this study. The results of this study show
that perceived benefit affects repatronage intention positively. SSTs service quality has
positive effects on perceived benefit and has negative effects on perceived risk. However,
novelty only has positive effects on perceived benefit. Moreover, social presence has
negative effects on perceived risk and positive effects on perceived benefit. Practical
implications are proposed based on these research results.

Keywords: cashierless store, self-service technologies service quality, novelty, social
presence, repatronage intention

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