以科技承諾模型探討消費者對無人商店之持續使用意圖

Exploring Consumers’Continuance Intention toward Unmanned Stores through the Technology Commitment Model

在零售產業人力短缺的背景下，無人商店成為智慧零售的重要發展模式。然而，其長期發展關鍵在於消費者於實際使用後是否願意持續使用該服務。因此，本研究以科技承諾模型為理論基礎，探討情感承諾、計算承諾與規範承諾對消費者持續使用無人商店意圖之影響，並檢驗滿意度、感知成本與社會影響等前因變量之作用機制。研究以7-ELEVEN X-Store為實證場域，採立意抽樣方式蒐集具實際使用經驗之消費者問卷資料，並運用偏最小平方法結構方程模型進行分析。本研究結果顯示，情感承諾為影響無人商店持續使用意圖之關鍵因素，計算承諾與規範承諾亦具顯著影響，且三者皆各自透過消費者實際體驗與評估後的前因構面所形成。最終，本研究結果可為智慧零售服務與營運策略之實務參考。

Against the backdrop of labor shortages in the retail industry, unmanned stores have emerged as an important development model in smart retail. However, their long-term sustainability depends on whether consumers are willing to continue using the service after actual experience. Therefore, this study adopts the Technology Commitment Model (TCM) as its theoretical foundation to examine the effects of affective commitment, continuance commitment, and normative commitment on consumers’continuance intention toward unmanned stores. In addition, it investigates the roles of satisfaction, perceived costs, and social influence as antecedents of these commitment constructs. The empirical context of this study is 7-ELEVEN X-Store in Taiwan. Data were collected through purposive sampling from consumers with actual usage experience, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that affective commitment is the key determinant of continuance intention, while continuance commitment and normative commitment also exert significant effects. Furthermore, all three types of commitment are formed through consumers’evaluations based on their actual experiences and corresponding antecedent factors. Overall, the findings provide practical implications for smart retail service design and operational strategies.