Publication Type

Journal Article

Version

publishedVersion

Publication Date

6-2024

Abstract

Autonomous stores operate without needing on -site staff present to support and monitor customers. This study seeks to determine which autonomous stores are most likely to succeed. By adapting convenience theory and drawing on secondary and qualitative data, the authors identify unique features of autonomous stores that constitute convenience dimensions: options for check -in (access convenience), staff support (assistance convenience), check -out (transaction convenience), and to allow customers to check their itemized baskets (verification convenience). Perceptions of convenience, autonomy, and safety explain the influences of unique store features. A conjoint experiment provides a test of the direct effects of each dimension on store patronage and indirect effects through convenience, autonomy, and safety perceptions. The results indicate that, with the exception of check -out, consumers prefer staffed stores; having to check in (e.g., with a credit card), limited access to (remote) staff, and an inability to verify the basket before payment represent significant barriers. In turn, some trade-offs arise: Store features that increase convenience and autonomy undermine safety perceptions. Finally, community-based and rural locations are better suited for autonomous stores than anonymous traffic hubs. Retail managers can leverage these findings to decide whether to establish autonomous stores and, if so, with which design. (c) 2023 The Author(s). Published by Elsevier Inc. on behalf of New York University. This is an open access article under the CC BY license ( http://creativecommons.org/licenses/by/4.0/ )

Keywords

Autonomous retail, Autonomous stores, Convenience theory, Retail patronage, Retail technology, Store patronage, Unstaffed stores

Discipline

Marketing | Sales and Merchandising | Technology and Innovation

Research Areas

Marketing

Publication

Journal of Retailing

Volume

100

Issue

2

First Page

217

Last Page

238

ISSN

0022-4359

Identifier

10.1016/j.jretai.2023.12.003

Publisher

Elsevier

Copyright Owner and License

Author-CC-BY

Creative Commons License

Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.

External URL

https://www.youtube.com/watch?v=Q38NSMGBIhE&t=2s

Additional URL

https://doi.org/10.1016/j.jretai.2023.12.003

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