Understanding consumer resistance towards unmanned stores: A dual perspective from perceived risk theory and uses and gratification theory

Cheah, Ying Yi and Chai, Shan Qian (2025) Understanding consumer resistance towards unmanned stores: A dual perspective from perceived risk theory and uses and gratification theory. Final Year Project, UTAR.

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Abstract

The research’s purpose is to examine how perceived benefits and perceived risks affect consumers resistance towards unmanned stores. In this study, perceived benefits and perceived risks are independent variable (IV) and consumers resistance towards unmanned stores is dependent variable (DV). This study will apply Uses and Gratification Theory (UGT) and Perceived Risk Theory (PRT) to examine how different types of gratifications in UGT and risks in PRT influence consumers resistance towards unmanned stores. This research focuses on mobile users who have visited unmanned stores regardless of whether they have purchased before in Klang Valley as the target respondents. Mobile users are chosen because they use mobile payment to make transactions in unmanned stores. To ensure a broad reach and high level of responsiveness, the survey method is employed to gather respondents’ data. The sample size for this study is approximately 200 respondents which allows for a thorough examination of the relationship between IV and DV. Although there were previous studies that explored either positive factors or negative factors about consumers intention, but there were limited studies that examined both positive and negative factors about consumers resistance. To address this gap, this research intends to offer valuable insights into consumer behavior in unmanned stores. Keywords: unmanned retail, consumer resistance, retail technology adoption, automation, technology acceptance. Subject Area: T59.5 Automation

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