智慧無人商店使用判斷中的支持與保留理由：以7-ELEVEN X-Store為例

Reasons for Use and Reservations Toward Smart Unmanned Stores: A Qualitative Case Study of 7-ELEVEN X-Store

便利零售業面臨人力招募不易、營運成本增加與永續經營壓力，智慧無人商店成為便利商店產業探索低人力營運與服務流程重組的重要模式。消費者接受智慧無人商店的判斷，除了科技新穎性與結帳速度，也會受到流程理解、交易確認及協助可得性影響。本研究以台灣7-ELEVEN X-Store為個案，透過消費者訪談、管理與場域人員訪談，並輔以現場觀察資料，分析消費者在低人力購物流程中形成支持理由與保留理由的過程。研究發現，消費者支持使用X-Store的理由，主要來自科技新奇感、少量購物的效率、自主購物與低人際干擾。保留理由則集中於進店程序、商品辨識、付款確認、商品選擇不足及異常求助不明等問題。研究也顯示，支持與保留並非單純對立，而會依購物任務、操作熟悉度與人際互動需求同時存在。本研究以「安心確認」補充智慧無人商店易用性的理解，指出低人力零售服務的易用性除了操作簡單，也包含流程可理解、交易可確認與協助可取得。研究結果有助於補充科技接受模型、自助服務科技與行為推理理論在實體智慧零售情境中的應用，並提醒無人門市設計應強化清楚回饋、交易確認與人機協作，而非只著重自動化與人力減少。

Convenience retailing is now facing pressure from difficult labor recruitment, higher operating costs, sustainable management concerns, and the need to rearrange service processes. Smart unmanned stores have therefore become one possible direction for convenience store operators when they try to run stores with fewer service staff. In this type of store, consumers do not judge the shopping experience only by whether the technology looks new or whether checkout is fast. They also care about whether the process is easy to understand, whether the payment result is clear, and whether they can get help when something unexpected happens. The present paper takes Taiwan's 7-ELEVEN X-Store as the case. The data include consumer interviews, interviews with management and field personnel, and on-site observations. The analysis examines how consumers develop reasons for use and reservations during a low-staffed shopping process. The reasons for use are mainly related to technological novelty, efficiency in buying a small number of items, shopping autonomy, and less interpersonal disturbance. The reservations are mainly found in entry procedures, product recognition, payment confirmation, limited product variety, and unclear assistance when abnormal situations occur. The analysis also shows that reasons for use and reservations are not two fixed opposite positions. They may appear together and change according to the shopping task, the user's familiarity with the process, and the need for interpersonal interaction. Based on these findings, this paper uses the idea of 'assurance confirmation' to discuss ease of use in smart unmanned stores. In a low-staffed retail setting, ease of use is not only about simple operation. It also includes whether consumers can understand the process, confirm the transaction, and obtain assistance. The results extend the discussion of the Technology Acceptance Model, self-service technology, and Behavioral Reasoning Theory to the physical smart retail context. For store design, the case also shows that unmanned stores should pay attention to clear feedback, transaction confirmation, and human–technology collaboration, instead of focusing mainly on automation and labor reduction.