Research On Influencing Mechanism Of Unmanned Convenience Store's Servicescape On Buying Behavior

Nowadays,as technology develops and consumer demand diversifies,emerging forms of retailing keep developing.Among them,unmanned convenience store which provides unattended service during the whole buying process has become an important form of retailing in the market,with more and more consumers preferring to patronize unmanned convenience stores and purchasing goods.However,most of the current researches only qualitatively analyze characteristics and development trend of unmanned convenience store.Researches on buying behavior of customers in unmanned convenience stores conducted by quantitative analysis are still insufficient.This thesis is based on the theory of servicescape,studying the components of servicescape that significantly affect buying behavior and the mediating role of trust between servicescape and buying behavior.Firstly,by reviewing related literatures,the thesis preliminarily determines the composition of unmanned convenience store's servicescape,builds the model of servicescape-trust-buying behavior on the basis of S-O-R theory and puts forward related hypotheses.Then,a preliminary questionnaire is designed with reference to maturity scales and combination of realities,and is rudimentarily examined through pre-test.After that,formal questionnaires are issued and samples are analyzed with SPSS and AMOS.Through data analysis,relationships between variables are verified,hypotheses are validated and the initial model is adjusted into the final model.The main conclusions of this thesis are as follows:(1)The whole servicescape of unmanned convenience store consists of five dimensions: ambient factors,design factors,smart shopping guide,safety factors and other customers,all of which have a significant positive effect on buying behavior;(2)Ambient factors,design factors,smart shopping guide and safety factors have a significant positive effect on trust;(3)Trust has a significant positive effect on buying behavior;(4)Ambient factors,design factors,smart shopping guide and safety factors in unmanned convenience store have an indirect positive effect on buying behavior through trust,which indicates that trust plays a mediating role between some components of unmanned convenience store's servicescape and buying behavior.Based on conclusions above,this thesis proposes suggestions for improving business management in terms of the fundamental physical conditions,in-store design,smart shopping guide,property safety and customer management of unmanned convenience store.The innovation of this thesis is as follows:(1)Applying the S-O-R paradigm to the emerging unmanned convenience store,determing specific components of unmanned convenience store's servicescape,verificating the impact of unmanned convenience store's servicescape on buying behavior and clarifying the mediating role of trust between some components of servicescape and buying behavior.(2)Deeply analyzing the influencing mechanism of unmanned convenience store's servicescape on buying behavior through the structural equation model and putting forward optimization strategy of unmanned convenience store management.