The Formation of Unmanned Store Customers’ Loyalty: Perspectives from Selection Attributes, Customers Perceived Value, and Their Satisfaction

With the dramatic development of 5G technology, Internet of Things (IoT), and other technologies, the traditional offline market has been gradually altered with applying technologies to improve their efficient or cost-performance. The unmanned stores have been one of the significant and popular forms. To maintain the sustainable development of this retail form, it is essential to know what factors to foster and the mechanism of the formation of customers’ loyalty. Thus, the present study was performed to explore what the selection attributes of unmanned stores are and examine how these attributes impact on the formation of customers’ loyalty through their perceived value and satisfaction. Structural equation modeling was applied with a valid sample of 350 respondents to testify the casual relationship among research variables. As results, it was found that practicality (β = 0.229, t = 3.164, p < 0.01) and convenience (β = 0.152, t = 2.044, p < 0.05) of unmanned stores have positive influence on their perceived value. Moreover, practicality (β = 0.164, t = 2.392, p < 0.05), cleanliness (β = 0.198, t = 3.595, p < 0.001), and pleasantness (β = 0.337, t = 4.722, p < 0.001) could positively impact on their satisfaction. Both perceived value (β = 0.151, t = 2.366, p < 0.05) and satisfaction (β = 0.123, t = 2.023, p < 0.05) could contribute to the formation of their loyalty to unmanned stores. Finally, the moderating effect of social risk has been examined. Consequently, the casual relationships confirmed among research variables could provide insights for the service improvement of unmanned stores from the perspectives of the selection attributes of unmanned stores and customers perceived value.