무인점포의 서비스스케이프와 기대일치가 고객 여정 및 지속이용의도에 미치는 영향

초록

This study empirically investigated the structural relationships among servicescape, expectation confirmation, customer journey, and continuous usage intention in unmanned retail environments. As AI- and IoT-driven unmanned stores rapidly expand, understanding customer experience in non-face-to-face service settings has become increasingly important. A survey of 109 users was analyzed through frequency analysis, reliability and validity tests, and correlation analysis. Results showed that servicescape significantly influenced both expectation confirmation and the customer journey, with the strongest correlation observed between servicescape and the customer journey (r = 0.595**). Expectation confirmation and the customer journey positively affected continuous usage intention, whereas the direct effect of servicescape on continuous usage intention was not significant, indicating its indirect influence through cognitive and experiential evaluations. Although overall satisfaction was high (72.5%), issues such as product freshness, hygiene, and safety were identified as areas requiring improvement. Theoretically, this study extends Expectation Confirmation Theory (ECT) to the unmanned retail context and identifies a new pathway linking servicescape and customer experience. Practically, the findings emphasize the need for clean, secure, and user-friendly servicescapes supported by optimized customer journeys. The study further proposes future directions for AI-based personalized and emotionally engaging unmanned retail environments.

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