Unmanned Store AI Surveillance Fuels Shopper Mistrust, Study Finds

Panel 8 - 2: Exploring AI Technologies in Unmanned Stores: Consumer Psychological Responses and — Ai4

Ai4

Heavy digital monitoring in automated retail activates a transactional mindset that weakens moral responsibility, while simple trust-based honor systems drive reciprocity and pro-social consumer spending.

AI-assisted summary of Panel 8 - 2: Exploring AI Technologies in Unmanned Stores: Consumer Psychological Responses and — original source. Check the original for full context.

Source published: 2026-08-20

Detailed notes

## Background Published on YouTube by the Ai4 channel on August 20, 2026, this presentation features Yi-Ting (Tammy) Chu, a marketing Ph.D. candidate at National Chengchi University in Taiwan. The session explores how different unmanned retail models—contrasting AI-enabled automated stores with low-tech, honesty-based stalls—influence consumer psychological responses, moral awareness, and perceived trust.

## TL;DR Yi-Ting Chu presents qualitative findings on why unmanned stores struggle to scale despite technological advancements, comparing AI-driven autonomous stores with honesty-based self-service stalls. The research demonstrates that overt surveillance in technology-enabled stores fosters consumer mistrust and locks shoppers into a transactional, utilitarian mindset. In contrast, honesty-based stores project vulnerability and baseline trust, triggering relational psychological contracts and pro-social reciprocity. Chu concludes that successful autonomous retail depends not on escalating surveillance technology, but on cultivating trust signals that foster human-centered customer experiences.

## Atmosphere & style The talk is articulate, scholarly, and approachable, blending academic rigor with relatable everyday shopping scenarios. Chu guides the audience through conceptual propositions and participant quotes with a reflective, inquisitive cadence. The atmosphere feels thoughtful and humanistic, steadily shifting the conversation away from technological fascination toward the subtle psychological dynamics of trust and empathy in modern commerce.

## Key takeaways - [01:27](https://www.youtube.com/watch?v=WKsLCei61hY&t=87s) Unmanned retail formats worldwide face unexpected struggles and store closures, proving that advanced technological automation alone does not ensure retail success. - [04:12](https://www.youtube.com/watch?v=WKsLCei61hY&t=252s) Unmanned stores should be categorized into two distinct models: technology-enabled formats driven by AI and sensors, and honesty-based formats relying on mutual trust and honor boxes. - [07:10](https://www.youtube.com/watch?v=WKsLCei61hY&t=430s) The absence of store staff reduces social pressure and awkwardness for shoppers, but introduces heightened anxiety over product risk, verification, and lack of after-sales support. - [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) Visible surveillance cues and camera prompts in technology-enabled stores induce feelings of mistrust and dilute shoppers' personal moral responsibility. - [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) Honesty-based stores signal baseline trust, which increases consumer moral self-awareness and elicits pro-social behaviors such as voluntary overpayment through reciprocity. - [11:00](https://www.youtube.com/watch?v=WKsLCei61hY&t=660s) Shoppers readily humanize honesty-based stalls by imagining individual artisans or farmers, whereas high-tech unmanned stores are depersonalized and linked to anonymous corporations. - [12:03](https://www.youtube.com/watch?v=WKsLCei61hY&t=723s) Through the lens of Psychological Contract Theory, tech-enabled stores activate transactional contracts focused on rules and efficiency, whereas honesty-based stores build relational contracts based on socio-emotional connection. - [13:15](https://www.youtube.com/watch?v=WKsLCei61hY&t=795s) Heavy surveillance locks consumers into a rigid utilitarian mindset where store experiences are judged purely on operational friction, speed, and pricing. - [15:16](https://www.youtube.com/watch?v=WKsLCei61hY&t=916s) Environmental cues in unmanned stores replace traditional human touchpoints, dictating the consumer's felt trust and ethical posture toward the brand. - [16:24](https://www.youtube.com/watch?v=WKsLCei61hY&t=984s) Retailers operating autonomous stores must calibrate monitoring devices carefully to avoid inadvertently eroding felt trust and compromising the human-centered shopping experience. - [17:00](https://www.youtube.com/watch?v=WKsLCei61hY&t=1020s) Ongoing research aims to examine prosocial retail behaviors through real-world field studies in Taiwan and cross-cultural comparative analyses with consumers in the United States.

## Detailed walkthrough ### [00:04](https://www.youtube.com/watch?v=WKsLCei61hY&t=4s) Introduction and Research Team Overview

Yi-Ting Chu (who also goes by Tammy), a Ph.D. candidate in marketing from National Chengchi University (NCCU) in Taiwan, introduces her collaborative research project exploring the role of AI technology in unmanned stores and how it affects consumer psychological responses and consumption experiences. Chu's research interests center on consumer psychology, consumer behavior, emotional advertising, and social media marketing.

She acknowledges her research team, including Professor Lan-Dier, a prominent scholar in consumer behavior at National Chengchi University, fellow Ph.D. candidates Bohan Wu and Jia-Jie Li, and Dr. Jenny Lin, her visiting advisor at California State University, Monterey Bay, whose guidance was instrumental throughout the project.

```mermaid flowchart LR accTitle: Unmanned Store Research Collaboration subgraph NCCU["National Chengchi University (Taiwan)"] A["Prof. Lan-Dier (Advisor)"] B["Yi-Ting (Tammy) Chu (Ph.D. Candidate)"] C["Bohan Wu & Jia-Jie Li (Ph.D. Candidates)"] end subgraph CSUMB["CSU Monterey Bay"] D["Dr. Jenny Lin (Visiting Advisor)"] end NCCU --- D ```

[01:27](https://www.youtube.com/watch?v=WKsLCei61hY&t=87s) The Global Rise and Real-World Struggles of Unmanned Stores

Chu engages the audience by asking how many have visited an unmanned store, joking that those who raise their hands might become potential interview participants. She prompts the audience to reflect on their own visits: did the experience feel convenient and relaxing, or uncomfortable and like being constantly watched? This wide divergence in emotional reactions—spanning both positive and negative extremes—inspired the investigation.

Over the past few years, automated retail formats have emerged worldwide: - **Amazon Just Walk Out** stores in the United States. - **7-Eleven X-STORE** locations in Taiwan. - **Alibaba Tao Cafe** in China.

While utilizing different technological stacks, these formats share a core feature: shoppers complete their entire journey with little to no employee involvement. Driven by labor shortages, lower operating costs, and AI-powered automation, unmanned retail was widely heralded as the future of retail. However, the commercial reality has proven complicated. Unmanned stores have struggled to scale, with even Amazon closing several automated locations. This friction proves that technology alone does not guarantee retail success, raising two central questions: *Why are unmanned stores struggling, and how can these challenges be overcome?*

[04:12](https://www.youtube.com/watch?v=WKsLCei61hY&t=252s) Redefining the Unmanned Store: High-Tech vs. Honesty-Based

Examining previous literature reveals various interchangeable terms: autonomous stores, unattended stores, cashless stores, and smart retail stores. Historically, these definitions have shared two baseline characteristics: an emphasis on advanced technology and the total absence of human staff.

```mermaid flowchart TD accTitle: Classification of Unmanned Retail Formats Root["Unmanned Retail Formats"]

subgraph Tech["Technology-Enabled Unmanned Stores"] T1["AI, Cameras, Sensors"] T2["Automated Mobile Checkout"] T3["Monitored Transactional Focus"] end

subgraph Honesty["Honesty-Based Unmanned Stores"] H1["No Advanced Tech Infrastructure"] H2["Self-Drop Cash / Coin Boxes"] H3["Trust & Self-Regulation Focus"] end

Root --> Tech Root --> Honesty ```

Chu highlights a neglected alternative category by presenting images of roadside stalls displaying simple signs: "Please put your cash here" and Chinese text asking patrons to deposit coins into a box. Customers select their produce or goods and pay independently without cashier oversight or digital tracking. Chu categorizes this format as an **honesty-based unmanned store**, which relies entirely on customer integrity, mutual trust, and self-regulation rather than computer vision or AI.

The team formalizes an expanded operational definition: an unmanned store is any retail environment where customers complete their shopping experience with little or no employee intervention, utilizing *either* high-tech automation *or* trust-based self-service mechanisms.

[07:10](https://www.youtube.com/watch?v=WKsLCei61hY&t=430s) Research Questions, Methodology, and Staffed vs. Unmanned Comparisons

To investigate the under-researched honesty-based segment alongside high-tech stores, the researchers established three core research questions: 1. How do technology-enabled versus honesty-based unmanned stores shape consumer psychological responses? 2. How do these psychological responses influence shopping experiences and behavioral outcomes? 3. What key factors encourage consumers to visit and adopt honesty-based unmanned retail formats?

The researchers conducted in-depth qualitative interviews with 11 participants who had prior experience shopping in unmanned environments. Transcripts were analyzed for common themes, yielding nine formal research propositions categorized into two overarching dimensions: - **Theme 1: Human Presence** (Staffed stores vs. Unmanned stores; Propositions 1–4) - **Theme 2: Mode of Operation** (Technology-enabled vs. Honesty-based stores; Propositions 5–9)

| Store Comparison Dimension | Positive Consumer Reactions | Negative Consumer Reactions | |:--- |:--- |:--- | | **Staffed vs. Unmanned Stores** (Human Presence) | Heightened curiosity, reduced social pressure/awkwardness, and higher perceived efficiency (leading to higher satisfaction and visit intention). | Elevated safety and quality concerns, product risk, and lack of immediate after-sales resolution. | | **Technology-Enabled vs. Honesty-Based Stores** (Operational Mode) | *Honesty-based:* Heightened moral awareness, empathy, pro-social reciprocity, and relational connection. | *Tech-enabled:* Heightened feeling of mistrust (surveillance cues), reduced moral responsibility, and transactional mindset. |

Chu notes that while unmanned stores eliminate social pressure from sales staff, they introduce perceived vulnerability. One interview participant, Philip, explained that the issue is not necessarily that product quality is inferior, but that "there is uncertainty" regarding product verification and after-sales support when no human is present.

[09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) Surveillance vs. Trust: Mistrust, Reciprocity, and Moral Awareness

Contrasting technology-enabled and honesty-based formats reveals sharp psychological divergences:

Technology-enabled stores utilize extensive computer vision, weight sensors, and overt anti-theft surveillance. Stores often display explicit warning prompts such as "Look at the camera" or "Smile at the camera." Participants reported that these visual cues make them feel actively monitored and inherently untrusted. This forms **Propositions 5 and 6**: *Technology-enabled stores increase perceived mistrust and dilute personal moral responsibility.*

```mermaid flowchart TD accTitle: Psychological Contract Activation by Store Type subgraph TechStore["Technology-Enabled Store"] T_Cue["Surveillance Cameras & Automated Tracking"] --> T_Feel["Perceived Mistrust & Surveillance"] T_Feel --> T_Contract["Transactional Psychological Contract"] T_Contract --> T_Mindset["Utilitarian Mindset (Focus on Cost & Efficiency)"] end

subgraph HonestyStore["Honesty-Based Store"] H_Cue["Honor Box / Unmonitored Payment"] --> H_Feel["Perceived Trust Signal & Human Warmth"] H_Feel --> H_Contract["Relational Psychological Contract"] H_Contract --> H_Mindset["Pro-Social Behavior & Moral Reciprocity"] end ```

In contrast, honesty-based stores transmit a vulnerable signal of baseline trust. Shoppers consciously recognize: "The honesty store trust me first, so I should be honest in return." This dynamic is formulated as **Proposition 7**: *Honesty-based stores increase moral self-awareness and elicit pro-social behavior through mutual reciprocity.* - Participant Jen recounted voluntarily overpaying for produce at an honesty stall because she reflected on "how hard the farmer had worked." Crucially, Jen emphasized that she would never pay extra during a standardized commercial transaction in a conventional or high-tech store. - Shoppers humanize honesty stalls by imagining the real person, farmer, or artisan behind the counter. High-tech unmanned stores are depersonalized and mentally tied to anonymous corporations.

[12:03](https://www.youtube.com/watch?v=WKsLCei61hY&t=723s) Psychological Contract Theory and Utilitarian Mindsets

The team explains these divergent behaviors through the lens of **Psychological Contract Theory**: - **Relational Psychological Contract (Honesty-Based):** Customers perceive a personal, socio-emotional bond with the storekeeper. Participant Victoria explained: "If I don't pay, it's not that I'm doing something wrong by the law, but that I'm letting down the relationship between us, even if I go there for the first time." - **Transactional Psychological Contract (Technology-Enabled):** Customers view their visit strictly as an arm's-length commercial exchange governed by automated rules and legal standards.

This leads to **Proposition 8**, which states that technology-enabled stores activate a transactional psychological contract, whereas honesty-based stores foster a relational psychological contract.

Consequently, heavy surveillance and automated checkout lock consumers into a rigid **utilitarian mindset**. Shoppers assess technology-enabled spaces strictly on friction, speed, functional precision, and price. Conversely, honesty-based systems evoke community solidarity and perceived human care, prompting shoppers to prioritize mutual goodwill over strict operational efficiency.

[14:42](https://www.youtube.com/watch?v=WKsLCei61hY&t=882s) Relational Focus and Proposition 9: Warmth vs. Efficiency

The analysis turns to how consumers perceive relational dynamics in different unmanned retail environments. Unlike high-tech environments that prioritize rapid transactional efficiency, honesty-based unmanned stores place an emphasis on the human-store relationship. Customers perceive honesty-based formats as caring significantly more about warmth and responsive mindsets rather than just cold convenience. This fundamental divergence in consumer perception forms the basis of Proposition 9, establishing that an absence of rigid mechanical control shifts consumer expectations toward relational warmth.

```mermaid flowchart TD accTitle: Comparison of Unmanned Store Models subgraph TechStore["Technology-Enabled Unmanned Store"] T1["High Surveillance & AI Monitoring"] --> T2["Focus on Transactional Efficiency"] end subgraph HonestyStore["Honesty-Based Unmanned Store"] H1["Trust Signals & Low Surveillance"] --> H2["Focus on Relationship, Warmth & Prosocial Mindset"] end T2 --> C1["Cognitive Evaluation"] H2 --> C2["Moral Self-Awareness & Felt Trust"] ```

---

[15:16](https://www.youtube.com/watch?v=WKsLCei61hY&t=916s) Key Discussion: Moving Beyond Technology to Trust Signals and Psychological Contracts

Moving into the core discussion, the presentation emphasizes that the understanding of unmanned retail must extend beyond technology-driven solutions. Unmanned stores do not necessarily need to be technology-intensive to succeed. Instead, the signals embedded within a store’s environment effectively replace traditional human service touchpoints. Different store designs broadcast distinct trust signals, which directly determine the consumer's felt trust and moral self-awareness.

The central takeaway is clear: "unmanned stores are not just about technology. So they are about how trust shapes the consumer's experience." Furthermore, Psychological Contract Theory offers a valuable theoretical lens to explain these psychological shifts and underlying customer commitments, presenting a fruitful foundation for future scholarly investigations into autonomous retail formats.

- **Non-Technological Store Formats**: Unmanned retail does not rely solely on heavy technological infrastructure; trust-based mechanisms can operate effectively without intensive automation. - **Trust Signals as Touchpoints**: Environmental cues and store design replace human staff in signaling organizational trust to the shopper. - **Psychological Contract Theory**: Serves as a robust framework for explaining the implicit mutual expectations established between shoppers and autonomous retail brands.

---

[16:24](https://www.youtube.com/watch?v=WKsLCei61hY&t=984s) Practical Implications and Future Research Directions

The study outlines critical managerial implications alongside an agenda for ongoing research. First, retailers must design monitoring cues with extreme caution, as surveillance elements heavily dictate consumers' felt trust and color the entire shopping journey. By consciously cultivating trust, unmanned store operators can deliver a significantly more human-centered shopping experience. In addition, the moral and prosocial outcomes fostered by honesty-based formats merit deeper attention from industry practitioners and organizations seeking long-term consumer loyalty.

Looking ahead, ongoing research includes an active field study conducted in Taiwan to uncover the precise factors driving prosocial behavior within honesty-based unmanned stores. The research agenda also encompasses a comparative study between consumers in Taiwan and the United States to explore cultural differences and cross-market dynamics. Ultimately, the future of unmanned retail rests on striking the right balance between technological innovation and authentic human trust.

- **Monitoring Cues Calibration**: Surveillance devices must be applied judiciously so they do not inadvertently diminish felt trust and degrade consumer comfort. - **Ongoing Taiwan Field Study**: Currently investigating the behavioral drivers of prosocial actions in real-world honesty-based retail settings. - **Cross-Cultural Comparative Research**: Future comparative research planned between Taiwan and US consumer cohorts to evaluate how cultural contexts shape responses to unmanned stores.

## Notable quotes > [04:12](https://www.youtube.com/watch?v=WKsLCei61hY&t=252s) Please put your cash here

> [07:10](https://www.youtube.com/watch?v=WKsLCei61hY&t=430s) there is uncertainty — Philip

> [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) Look at the camera

> [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) Smile at the camera

> [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) The honesty store trust me first, so I should be honest in return. — Yi-Ting Chu

> [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) how hard the farmer had worked. — Jen

> [12:03](https://www.youtube.com/watch?v=WKsLCei61hY&t=723s) If I don't pay, it's not that I'm doing something wrong by the law, but that I'm letting down the relationship between us, even if I go there for the first time. — Victoria

> [15:16](https://www.youtube.com/watch?v=WKsLCei61hY&t=916s) unmanned stores are not just about technology. So they are about how trust shapes the consumer's experience. — Yi-Ting Chu

## Mentioned Yi-Ting Chu, National Chengchi University (NCCU), Professor Lan-Dier, Bohan Wu, Jia-Jie Li, Dr. Jenny Lin, California State University, Monterey Bay (CSUMB), Amazon Just Walk Out, 7-Eleven X-STORE, Alibaba Tao Cafe, Philip, Jen, Victoria, Psychological Contract Theory

## Video description Yi-Ting Chu, Ph.D. Candidate in Marketing, National Chengchi University, Taiwan

As unmanned stores continue to reshape the future of retail, an important question remains: why do unmanned stores still face challenges despite their promising potential?

This presentation explores how different unmanned store formats, including technology-enabled and honesty-based unmanned stores, influence consumers’ psychological responses and shopping experiences.

Based on in-depth interviews with consumers, the presentation examines how trust signals, moral self-awareness, and psychological contracts shape consumer perceptions and behaviors.

Attendees will gain insights into how unmanned stores can move beyond technology and create more human-centered retail experiences.

[Source](https://www.youtube.com/watch?v=WKsLCei61hY)

中文简报

研究发现：无人商店AI监控加剧消费者不信任自动化零售中的严密数字化监控会激发交易型思维并削弱道德责任感，而基于信任的简易诚信体系则能促进互惠心理和亲社会消费行为。 Yi-Ting Chu 提出了关于无人商店尽管技术不断进步却仍难以规模化扩张的定性研究发现，并对比了AI驱动的无人商店与基于诚信的自助摊位。研究表明，技术赋能型商店中明显的监控措施会助长消费者的不信任感，使顾客陷入交易型和功利性的思维定式。相比之下，基于诚信的商店展现出自身的脆弱性与基本信任，从而激发了关系型心理契约和亲社会互惠行为。Chu 总结指出，无人零售的成功并不取决于监控技术的不断升级，而在于培育能够营造以人为本的顾客体验的信任信号。全球无人零售业态正面临规模化拓展挑战，研究指出无人店不应仅被视作高科技自动化产物，还应划分为“技术赋能型”与基于互信与自律的“诚信型”两类模式。 (1:27) 技术驱动型无人店中显眼的摄像头与监控提示容易让顾客产生被防备的不信任感，不仅削弱了消费者的道德责任感，还将其局限在仅关注速度和摩擦成本的功利型交易契约中。 (9:54) 诚信型无人店通过主动交付信任激活了关系型心理契约与道德自我意识，促使消费者将店铺人格化，甚至出于对经营者的共情与互惠心理产生自愿多付款等亲社会行为。 (12:03) 零售运营者在推进无人商业时应审慎校准监控线索的呈现方式，跳出纯技术思维，通过构建信任信号来平衡运营效率与人性化体验。 (16:24)

Reading summary

Research presented by Yi-Ting Chu indicates that the commercial struggles of unmanned retail stem from an overreliance on surveillance rather than trust. While automated, camera-heavy stores provoke consumer mistrust and transactional mindsets, low-tech, honesty-based stores foster moral responsibility and relational goodwill. Redefining Unmanned Retail Beyond Advanced Automation (4:12) Despite rapid international rollouts such as Amazon Just Walk Out, 7-Eleven X-STORE in Taiwan, and Alibaba Tao Cafe in China, automated retail formats have struggled to scale, leading to store closures. To understand why tech-driven retail faces consumer friction, Chu and her research team expanded the traditional definition of an unmanned store. Rather than limiting the concept to sensor- and AI-heavy environments, they included low-tech, honesty-based roadside stalls that rely entirely on coin boxes, consumer integrity, and self-regulation without digital monitoring. By viewing unmanned retail along this broader spectrum, the researchers conducted in-depth qualitative interviews with 11 shoppers to investigate how store operational modes and the presence—or absence—of staff influence psychological responses and consumer behavior. Consumer Trade-Offs in Staff-Free Shopping Environments (7:10) Comparing traditional staffed retail with unmanned alternatives revealed a distinct psychological trade-off concerning human presence. Participants reported that staff-free stores spark curiosity, remove awkward sales pressure, and offer greater perceived shopping efficiency, which can increase overall satisfaction and visit intentions. However, eliminating human personnel introduces perceived vulnerability. Consumers voiced elevated concerns regarding product quality, transactional risk, and the absence of immediate after-sales resolution. Interviewee Philip highlighted that the primary hurdle is persistent uncertainty over product verification and support when no staff members are present to assist. Surveillance Prompts Versus Signals of Trust (9:54) The study found stark behavioral divergences when comparing technology-enabled stores to honesty-based formats. High-tech stores feature computer vision, weight sensors, and explicit monitoring cues—such as prompts instructing shoppers to look or smile at cameras. Interviewees stated that these cues generate feelings of active surveillance and institutional mistrust, which Chu notes can paradoxically dilute a shopper's personal moral responsibility. In contrast, honesty-based stalls signal baseline trust by exposing themselves to theft risk. Shoppers interpret this vulnerability as a sign of trust, which heightens moral self-awareness and prompts prosocial reciprocity. For example, a participant named Jen explained that she voluntarily overpaid for produce at an unmonitored honesty stall out of empathy for the farmer's labor, noting she would never pay extra during an automated, commercial transaction. Transactional Versus Relational Psychological Contracts (12:03) Drawing on Psychological Contract Theory, the researchers observe that high-tech unmanned stores establish a transactional psychological contract. Shoppers adopt a utilitarian mindset, evaluating their visit strictly on functional precision, friction, price, and speed. Conversely, honesty-based models foster a relational psychological contract rooted in perceived warmth and community solidarity. As participant Victoria noted, failing to pay at an honesty box felt like breaching a personal relationship with the owner rather than violating a legal rule. Chu emphasized that store design features act as touchpoints that broadcast implicit trust signals, determining whether a customer views the visit as a cold commercial exchange or a relational interaction. Chu concludes that unmanned retail success depends on balancing technological convenience with authentic trust signals, warning operators that intrusive surveillance can backfire by degrading consumer comfort. To test these propositions further, the research team is conducting a field study in Taiwan on prosocial drivers and preparing a cross-cultural study comparing Taiwanese and American consumers.

精炼阅读摘要

台湾政治大学营销学博士候选人朱怡婷（Yi-Ting Chu）与其研究团队指出，无人零售的成败不仅取决于AI与自动化技术，更深层地受制于店内设计所激发的消费者心理反应。该研究将无人商店重塑为“技术赋能型”与“基于诚信型”两大路径，揭示出高技术监控易诱发冷漠的交易型心理契约，而基于信任的设计反而能唤醒消费者的道德自觉与亲社会互惠行为。全球无人零售的现实瓶颈与概念重构 (1:27) 过去数年间，以美国Amazon Just Walk Out、台湾7-Eleven X-STORE以及中国阿里巴巴淘咖啡（Alibaba Tao Cafe）为代表的自动化零售形态在全球涌现。零售商原本期望借助计算机视觉、传感器与AI自动化应对劳动力短缺并降低运营成本，但实际商业化扩张却步履维艰，甚至亚马逊也关闭了部分自动化门店。这一现象表明单凭技术堆砌并不能保证商业成功。针对以往文献普遍将无人商店局限于“高精尖技术应用”与“完全无员工在场”的偏见，研究团队提出了更具包容性的操作性定义：无人商店是指顾客在极少或没有员工干预下完成购物的零售环境，其实现路径既可以依赖高技术自动化，也可以依托基于信任的自助机制。团队特别将路边仅设简易投币箱、完全依赖顾客自律与相互信任的无监控摊位，正式归类为“基于诚信的无人商店”（Honesty-Based Unmanned Stores）。员工缺位的心理权衡：效率好奇与售后疑虑 (7:10) 研究团队对11位具有无人零售消费经验的受访者进行了深度质性访谈，提炼出9项命题，涵盖“员工在场与否”及“运营模式差异”两大维度。在员工缺位（无人员工对比有人员工）层面，研究发现消费者一方面会产生更强的好奇心、感受到更低的社交压迫感和尴尬感，并体会到更高的购物效率；这通常会带来较高的初期满意度与重访意愿。然而，缺乏人工在场也放大了消费者的安全担忧与感知风险。受访者Philip指出，核心顾虑并不必然是商品质量差，而在于没有员工时“存在不确定性”，顾客无法当场核实商品，更缺乏发生纠纷时的即时售后保障。这种心理脆弱感成为无人零售普遍面临的第一道消费者心理门槛。监控与诚信：交易型与关系型心理契约的分歧 (9:54) 当对比技术赋能型与诚信型无人商店时，消费者的心理体验呈现出鲜明对立。技术赋能型商店普遍布设密集摄像头、重力传感器及“请看镜头”等防盗提示，这些监控线索让顾客感到被预设为不可信赖的对象。依据命题5与命题6，高技术监控不仅放大了被不信任感，还削弱了个体的道德责任感，促使消费者建立“交易型心理契约”，陷入纯粹计较时间成本、结账阻力与价格的功利心态。相反，诚信型无人商店通过不设防的收款箱传递出初始信任信号。依据命题7与命题8，这种信任能唤起消费者的道德自我意识，激发“店家先信任我，我也理应以诚相报”的亲社会互惠行为，并建立起“关系型心理契约”。例如，受访者Jen提到自己在诚信摊位主动多付钱，原因在于感同身受农夫劳作的艰辛，并直言自己在传统超市绝不会这么做；受访者Victoria则表示，即使是首次光顾，少付钱也会让她觉得自己辜负了彼此的信任纽带，而不仅是违法问题。命题9进一步总结，这种非机械控制的环境成功将消费者的关注点从效率转移到了人际温情上。环境信任信号的管理启示与未来研究议程 (15:16) 研究强调，无人零售的运作核心在于如何利用店内线索替代传统人工触点来传递信任。环境中的监控与交互细节决定了消费者的被信任感与心理契约类型。因此，零售从业者必须极其谨慎地校准防盗监控提示的设计，避免因过度显露的防备姿态破坏消费者的舒适感，进而将购物体验异化为冷漠的功利博弈。在研究规划方面，该团队目前正在台湾开展针对诚信型无人商店真实消费场景的实地研究（Field Study），旨在进一步厘清驱动亲社会行为的关键触发因素。此外，团队还计划开展台湾与美国消费者群体的跨文化比较研究，以探讨不同文化背景与市场环境如何塑造消费者对无人零售形态的心理与行为响应。该报告表明无人零售不应仅仅被视作削减人工的技术工具，而是一套重构人店信任关系的心理机制；尽管基于诚信的模式展现出强大的道德互惠价值，但其防损边界、经营韧性及在不同文化环境下的普遍适用性，仍有待后续实地调研与跨国数据进一步验证。

Detailed notes — zh

## Background 该内容由 Ai4 于 2026 年 8 月 20 日在 YouTube 平台发布，记录了台湾政治大学行销学博士候选人朱怡婷（Yi-Ting Chu）的主题学术演讲。根据页面简介，演讲围绕技术赋能型与诚信基础型无人商店对消费者心理与购物体验的影响展开，探讨信任信号、道德自我意识与心理契约如何帮助无人零售超越纯技术范畴、走向以人为本的体验。 ## TL;DR 演讲针对无人商店单纯依赖技术难以规模化扩张的现实困境，将研究视角从传统技术赋能型门店拓展至依赖信任机制的“诚信型无人商店”。通过对消费者的深度访谈研究发现，高密度监控的技术型门店易引发感知不信任，激活关注规则与效率的交易型心理契约；而主动释放信任信号的诚信型门店则能激活关系型心理契约，激发顾客的道德自我意识与自愿多付等亲社会行为。研究最终指出，无人零售的未来不能仅依靠算法与传感器的堆砌，而必须在防损监控与人本信任之间取得平衡，实现硬核技术与人际信任的深度融合。 ## Atmosphere & style 整场演讲呈现出严谨、清晰且极具启发性的学术思辨氛围，讲者以沉稳透彻的语调层层剖析质性访谈案例与理论命题。叙事从对冷冰冰的自动化监控现实的反思，流畅过渡到对农夫诚信摊位等充满人情味的互惠共情探讨，情绪弧线兼具商业批判与人文关怀。观众在聆听时能清晰体会到从“功利效率思维”跃迁至“人本信任联结”的思想启发与理论温度。 ## Key takeaways - [00:04](https://www.youtube.com/watch?v=WKsLCei61hY&t=4s) 全球劳动力短缺与 AI 自动化技术成熟推动了无人零售的发展，其共同特征是消费者极少或无需店内员工协助即可完成购物。 - [03:25](https://www.youtube.com/watch?v=WKsLCei61hY&t=205s) 单纯依赖技术升级无法确保无人零售的商业成功，部分门店关闭和扩张受阻表明技术并非唯一决定因素。 - [03:25](https://www.youtube.com/watch?v=WKsLCei61hY&t=205s) 研究拓展了无人商店的定义，将其区分为依赖高科技监控与自动化的“技术赋能型”，以及依赖信任与自我约束的“诚信基础型”。 - [07:10](https://www.youtube.com/watch?v=WKsLCei61hY&t=430s) 相比传统有人门店，无人店能激发好奇心、降低社交压力并提升感知效率，但缺乏店员也带来了商品质量与售后保障的不确定性。 - [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) 技术赋能型门店依赖摄像头与防盗警示，容易让消费者感知到“被防备与被监视”，从而削弱个体的道德责任感。 - [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) 诚信型门店主动释放信任信号，能够唤醒消费者的道德自我意识，促使其产生共情与支持性的亲社会行为（如愿意多付款）。 - [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) 从心理契约理论来看，诚信型门店激活了注重温情与人际联结的“关系型契约”，而技术型门店则激活了注重效率与规则的“交易型契约”。 - [14:42](https://www.youtube.com/watch?v=WKsLCei61hY&t=882s) 无人零售的核心不仅关乎技术堆砌，合理的信任信号机制完全可以替代传统面对面人工服务接触点，重塑消费者体验。 - [16:24](https://www.youtube.com/watch?v=WKsLCei61hY&t=984s) 零售商应审慎布设监控摄像头与防盗线索，过于压迫的监控会破坏被信任感，需要在资产防损与人本体验之间取得平衡。 - [16:24](https://www.youtube.com/watch?v=WKsLCei61hY&t=984s) 未来无人零售的健康繁荣，依赖于先进硬核技术与人际信任体系的深度融合，并需结合跨文化视角理解消费者的心理差异。 ## Detailed walkthrough ### [00:04](https://www.youtube.com/watch?v=WKsLCei61hY&t=4s) 研究团队介绍与无人商店背景主讲人朱怡婷（Yi-Ting Chu，亦称 Tammy）系台湾政治大学（National Chengchi University）行销学博士候选人，其研究领域涵盖消费者心理学、消费者行为、情感广告以及社交媒体营销。本项关于“无人商店中 AI 技术的角色对消费者心理反应及消费体验之影响”的研究由政大团队与海外学者合作完成： - **合作导师与团队**：台湾政治大学消费者行为领域学者别莲蒂教授（Prof. Lien-Ti Bei）、政大博士候选人游博涵（Po-Han Yu）与李佳洁（Jia-Jie Li），以及加州州立大学蒙特利湾分校（CSU Monterey Bay）访问导师 Dr. Jenny Lin。随着全球劳动力短缺、营运成本控制需求上升及 AI 自动化技术的成熟，无人零售形态层出不穷，例如美国的 Amazon Go（Just Walk Out 技术）、台湾的 7-Eleven X-Store 以及阿里巴巴在中国的无人咖啡店等。尽管各店采用的技术路径不同，其共同特征均为**消费者无需或极少需要店内员工介入即可完成购物旅程**。 ```mermaid flowchart LR accTitle: 无人零售业态发展的驱动力与现实困境 subgraph Drivers["推动力 (Drivers)"] D1["劳动力短缺"] D2["降低运营成本"] D3["AI 与自动化技术驱动"] end subgraph Market["零售市场演进"] M1["无人商店模式兴起 (Amazon Go / 7-11 X-Store / 阿里无人咖啡)"] end subgraph Paradox["现实困境与反思"] P1["规模化扩张受阻"] P2["部分无人店缩减或关停 (仅凭技术无法确保成功)"] end Drivers --> Market Market --> Paradox ``` --- ### [03:25](https://www.youtube.com/watch?v=WKsLCei61hY&t=205s) 行业困境与“无人商店”的双重定义虽然业界曾普遍将无人商店视为零售业的未来，但现实发展却更为复杂——无人店并未如预期般迅速普及，甚至 Amazon 也关闭了部分无人门店。这表明**单纯依赖技术升级无法确保商业成功**，并引出核心问题：为什么无人商店在推广中屡屡受挫？我们又该如何克服这些挑战？在过往文献中，无人商店通常被称为自主商店（Autonomous store）、无现金商店（Cashless store）或智慧零售商店（Smart retail store），其定义高度聚焦于“强调技术角色”与“强调无人工介入”。然而，团队在田野观察中指出了另一种被文献严重忽视的形态——**诚信商店（Honesty-based unmanned store）**。 | 商店类型 | 核心驱动机制 | 典型运营与支付特征 | 消费者感知归属 | |:--- |:--- |:--- |:--- | | **技术赋能型无人商店** (Technology-Enabled) | 依赖先进技术（AI、移动支付、自动结算、监控系统） | 摄像头/传感器监测，自动化结算，防损防盗警示 | 背后代表大型企业或巨型商业机构 | | **诚信基础型无人商店** (Honesty-Based) | 依赖信任机制、自我约束与互惠心理（非高科技） | 投币箱、自主投币找零、手写标牌（如“请将现金投入此处”） | 背后代表有血有肉的具体个人（如辛勤的农夫） | 研究团队据此提出了更为全面的无人商店定义：**消费者在极少或完全没有员工协助的情况下，利用“技术手段”或“基于信任的自助服务”完成的完整购物体验。** --- ### [07:10](https://www.youtube.com/watch?v=WKsLCei61hY&t=430s) 研究问题、质性研究方法与有人员/无人模式对比针对诚信型无人店研究空白的现状，研究团队确立了三个核心研究问题（RQ）： 1. 两种不同形态的无人商店如何塑造消费者的心理反应？ 2. 这些心理反应如何进一步影响消费者的购物体验与消费行为？ 3. 促使消费者光顾并接纳诚信型无人商店的关键驱动因素是什么？团队对 11 位曾有无人商店购物经历的消费者开展了深度访谈（In-depth interviews），通过转录文本的主题分析提炼出 **9 项核心研究命题（Propositions）**。命题划分为两大维度： - **维度一：有人在场 vs. 无人在场**（Staffed vs. Unmanned stores） - **维度二：运营模式差异**（Technology-enabled vs. Honesty-based unmanned stores）在维度一的比较中（命题 1 至 4）： - **积极效应**：相比传统有店员的门店，无人商店能够激发消费者的好奇心（Curiosity）、降低社交压力（Social pressure）并提升感知效率（Perceived efficiency），从而带来更高的满意度、进店意向与购买意愿。 - **消极效应与不确定性**：无人商店引发了消费者的安全与质量顾虑。受访者 Philip 指出，关键不在于无人店的商品质量一定差，而在于**“伴随而来的不确定性（Uncertainty）”**，具体涵盖对商品实际品质、售后服务及产品风险的担忧，这显著拉低了整体购物体验。 --- ### [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) 技术监控 vs. 信任机制：心理契约与功利思维在维度二的对比中，技术赋能型与诚信型无人商店触发了截然相反的道德情绪与心理反应（命题 5 至 8）： - **技术赋能型门店（命题 5 & 6）**：依赖大量摄像头、防盗监测技术及警示标语（如“请微笑面对镜头”）。消费者直观体会到“被防备与被监视”，产生**感知不信任（Perceived mistrust）**，进而降低了个体的道德责任感。 - **诚信型门店（命题 7）**：主动向顾客释放信任信号（Trust signal）。受访者普遍反应“店家先信任了我，我理应以诚实作为回报”。这种信任激发了道德自我意识（Moral awareness）与亲社会行为（Pro-social behavior）。 - *受访者案例*：受访者 Jen 表示，在诚信农产品摊位购物时，她甚至愿意**多付一点钱**，因为“一想到背后的农夫劳作有多么辛苦”就产生共情；但如果是在普通商业交易中，她绝不会多付分毫。 - **心理契约理论解释（Psychological Contract Theory，命题 8）**： - 诚信型门店激活了**关系型心理契约（Relational contract）**。受访者 Victoria 强调：“如果我不付钱，并不是因为法律意义上做错了什么，而是**辜负了我们彼此之间的信任关系**，即便我是第一次去这家店。” - 技术赋能型门店则激活了**交易型心理契约（Transactional contract）**。消费者只将其视为冷冰冰的商业交易，更多关注规则、效率与对等补偿。 ```mermaid flowchart TD accTitle: 无人商店类型对消费者心理契约与思维模式的影响机制 subgraph StoreType["无人商店运营模式"] Tech["技术赋能型 (AI/监控/自动化)"] Honest["诚信基础型 (自主投币/信任机制)"] end subgraph Perception["消费者心理信号认知"] P_Mistrust["感知被防备与不信任 (Perceived Mistrust)"] P_Trust["感知信任信号与共情 (Signal of Trust & Empathy)"] end subgraph Contract["心理契约与思维范式"] C_Trans["交易型心理契约 (Transactional Contract)"] C_Rela["关系型心理契约 (Relational Contract)"] Mind_Utili["功利思维导向 (Utilitarian Mindset: 关注功能/效率/规则)"] Mind_ProSoc["亲社会与互惠导向 (Reciprocity: 道德意识提升/超额支付)"] end Tech --> P_Mistrust --> C_Trans --> Mind_Utili Honest --> P_Trust --> C_Rela --> Mind_ProSoc ``` 当技术赋能型门店高度依赖监控和自动化时，消费者会全面转向**功利思维（Utilitarian mindset）**，仅从功能交付、操作效率与交易结果来评估商店；而诚信型门店则以社区感、互惠与人际联结为基石，使消费者感受到被关怀，不再单纯执着于冰冷的效率指标。 ### [14:42](https://www.youtube.com/watch?v=WKsLCei61hY&t=882s) 命题九与核心讨论：超越技术驱动与信任信号的塑造在命题九（Proposition 9）的阐述中，讲者指出诚信无人商店（Honesty-based unmanned stores）与技术驱动型无人商店在定位上存在显著差异：消费者认为诚信无人商店更少关注冷冰冰的效率，而更注重人际关系的建立与“温情”（warmth），从而激发消费者更具响应性的心理状态（responsive mindset）。随后，演讲进入对整体研究发现的深入讨论。讲者强调，本项研究的核心贡献在于打破了“无人商店必须是技术密集型（technology-intensive）”的固有认知，明确指出信任信号（trust signals）完全可以替代传统的面对面人工服务接触点。 ```mermaid flowchart TD accTitle: 商店设计与信任机制模型 subgraph Design["商店形态设计"] D1["技术驱动型无人商店"] D2["诚信自律型无人商店"] end subgraph TrustSignals["信任信号传递"] S1["监控与技术验证线索"] S2["开放自律与人本信任线索"] end subgraph PsychResponse["消费者心理响应机制"] P1["感知被信任度 (Felt Trust)"] P2["道德自我意识 (Moral Self-Awareness)"] P3["心理契约认知 (Psychological Contract)"] end subgraph Outcome["行为与体验产出"] O1["亲社会与履约行为"] O2["人本化零售体验"] end D1 --> S1 D2 --> S2 S1 --> PsychResponse S2 --> PsychResponse PsychResponse --> Outcome ``` 不同的实体店铺设计会向消费者发送截然不同的信任信号，这些信号会直接塑造消费者的“感知被信任度”（felt trust）以及内在的道德自我意识。讲者着重强调了一个关键观点：“无人商店的核心绝不仅仅关乎技术，更关乎信任如何塑造消费者的完整体验”（unmanned stores are not just about technology... they are about how trust shapes the consumer's experience）。此外，心理契约理论（Psychological Contract Theory）在解释这一系列消费者心理与行为机制中发挥了关键作用，为未来探索无人零售场景下的消费者交互提供了坚实的理论依托。 - **超越技术密集**：无人零售的成功并不完全取决于自动化设备与算法的堆砌，合理的信任信号机制可有效弥补人工接触点的缺失。 - **心理机制演变**：店铺传递的信号机制会直接激活消费者的道德自我意识，进而调节其在无人环境下的履约与互动行为。 - **理论指引价值**：心理契约理论为理解无人零售环境中商家与消费者之间的隐性期望和信任承诺提供了新的学术视角。 --- ### [16:24](https://www.youtube.com/watch?v=WKsLCei61hY&t=984s) 管理启示与未来研究：监控线索设计与跨文化实地探索在管理与实践启示方面，讲者提出了三项核心建议。首先，零售商在设置监控线索（monitoring cues，如监控摄像头与防盗感应设备）时必须极为审慎，因为过于显眼或压迫式的监控设计会直接削弱消费者的被信任感，从而损害无人购物的积极体验；其次，无人商店完全可以通过与顾客建立深层信任，打造出更具“以人为本”（human-centered）的零售体验；最后，诚信经营模式所带来的道德与亲社会效应（moral and prosocial outcomes）蕴含着极高的商业与组织洞察价值，值得企业界与管理层倾注更多关注。关于后续的研究规划，讲者透露团队目前正在中国台湾开展一项实地调研（field study），旨在系统识别驱动诚信无人商店中亲社会行为的关键影响因素。同时，团队还计划在美国与中国台湾的消费者之间展开跨文化对比研究，以挖掘不同文化背景对无人零售接受度与信任机制可能存在的差异。在演讲的尾声，讲者总结道，诚信自律模式为无人零售的发展指明了全新的演进方向，而“未来无人零售的繁荣，必将同时依托于硬核技术与人际信任的深度融合”。 - **审慎布设监控线索**：监控设备的形式与密度会直接左右消费者的信任感知与舒适度，需在防损与信任之间取得平衡。 - **台湾实地实验进行中**：实证检验促成消费者在无人看管环境下产生亲社会行为（prosocial behavior）的核心前因。 - **美台跨文化对比**：拓展跨文化研究视野，对比分析不同文化语境下消费者对技术与信任信号的心理响应差异。 - **技术与信任的双轨并重**：重申无人零售的未来不仅是算法与传感器，更在于建立人机协同的人本信任体系。 ## Notable quotes > [00:04](https://www.youtube.com/watch?v=WKsLCei61hY&t=4s) 消费者无需或极少需要店内员工介入即可完成购物旅程 — 朱怡婷 (Yi-Ting Chu) > [03:25](https://www.youtube.com/watch?v=WKsLCei61hY&t=205s) 单纯依赖技术升级无法确保商业成功 — 朱怡婷 (Yi-Ting Chu) > [03:25](https://www.youtube.com/watch?v=WKsLCei61hY&t=205s) 消费者在极少或完全没有员工协助的情况下，利用“技术手段”或“基于信任的自助服务”完成的完整购物体验。 — 朱怡婷 (Yi-Ting Chu) > [07:10](https://www.youtube.com/watch?v=WKsLCei61hY&t=430s) 伴随而来的不确定性（Uncertainty） — Philip > [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) 店家先信任了我，我理应以诚实作为回报 — 受访者 > [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) 一想到背后的农夫劳作有多么辛苦 — Jen > [09:54](https://www.youtube.com/watch?v=WKsLCei61hY&t=594s) 如果我不付钱，并不是因为法律意义上做错了什么，而是辜负了我们彼此之间的信任关系，即便我是第一次去这家店。 — Victoria > [14:42](https://www.youtube.com/watch?v=WKsLCei61hY&t=882s) unmanned stores are not just about technology... they are about how trust shapes the consumer's experience — 朱怡婷 (Yi-Ting Chu) > [16:24](https://www.youtube.com/watch?v=WKsLCei61hY&t=984s) 未来无人零售的繁荣，必将同时依托于硬核技术与人际信任的深度融合 — 朱怡婷 (Yi-Ting Chu) ## Mentioned 朱怡婷 (Yi-Ting Chu), 别莲蒂 (Lien-Ti Bei), 游博涵 (Po-Han Yu), 李佳洁 (Jia-Jie Li), Jenny Lin, Philip, Jen, Victoria, 台湾政治大学 (National Chengchi University), 加州州立大学蒙特利湾分校 (CSU Monterey Bay), Amazon Go, Just Walk Out, 7-Eleven X-Store, 阿里巴巴无人咖啡店, 心理契约理论 (Psychological Contract Theory) ## Video description Yi-Ting Chu, Ph.D. Candidate in Marketing, National Chengchi University, Taiwan As unmanned stores continue to reshape the future of retail, an important question remains: why do unmanned stores still face challenges despite their promising potential? This presentation explores how different unmanned store formats, including technology-enabled and honesty-based unmanned stores, influence consumers’ psychological responses and shopping experiences. Based on in-depth interviews with consumers, the presentation examines how trust signals, moral self-awareness, and psychological contracts shape consumer perceptions and behaviors. Attendees will gain insights into how unmanned stores can move beyond technology and create more human-centered retail experiences. [Source](https://www.youtube.com/watch?v=WKsLCei61hY)

Source quotes

[0:04] 朱怡婷 (Yi-Ting Chu): 消费者无需或极少需要店内员工介入即可完成购物旅程 [3:25] 朱怡婷 (Yi-Ting Chu): 单纯依赖技术升级无法确保商业成功 [3:25] 朱怡婷 (Yi-Ting Chu): 消费者在极少或完全没有员工协助的情况下，利用“技术手段”或“基于信任的自助服务”完成的完整购物体验。 [7:10] Philip: 伴随而来的不确定性（Uncertainty） [9:54] 受访者: 店家先信任了我，我理应以诚实作为回报 [9:54] Jen: 一想到背后的农夫劳作有多么辛苦 [9:54] Victoria: 如果我不付钱，并不是因为法律意义上做错了什么，而是辜负了我们彼此之间的信任关系，即便我是第一次去这家店。 [14:42] 朱怡婷 (Yi-Ting Chu): unmanned stores are not just about technology... they are about how trust shapes the consumer's experience [16:24] 朱怡婷 (Yi-Ting Chu): 未来无人零售的繁荣，必将同时依托于硬核技术与人际信任的深度融合

Source quotes

[4:12] Please put your cash here [7:10] Philip: there is uncertainty [9:54] Look at the camera [9:54] Smile at the camera [9:54] Yi-Ting Chu: The honesty store trust me first, so I should be honest in return. [9:54] Jen: how hard the farmer had worked. [12:03] Victoria: If I don't pay, it's not that I'm doing something wrong by the law, but that I'm letting down the relationship between us, even if I go there for the first time. [15:16] Yi-Ting Chu: unmanned stores are not just about technology. So they are about how trust shapes the consumer's experience.

Original transcript

[0:04] Hi everyone and today I'm going to introduce one of our project which the title is [0:12] exploring the role of AI technology in our main stores and on consumer psychological responses [0:20] and their consumption experience. So to begin I would like to introduce uh my research team. So, [0:28] professor Lendier is an outstanding scholar in consumer behavior in national general university [0:34] and also Bohan Bohanu and Jaj Lee and me we are all from national gender university and we all are [0:41] PhD candidate right now and they are very good teammate and also uh Dr. Jenny Ling is my visiting [0:49] advisor at California State University, Monty Bay and she has provided valuable guidance throughout [0:57] this whole project. So without this team I would have uh I wouldn't be staying here present [1:04] uh today. So uh let me briefly introduce myself. So my name is Eton Drew and you can also call me [1:14] Tami and I'm a PhD student majoring marketing from National Junji University and my research interest [1:21] including consumer psychology, behavior and emotional advertising and social media marketing. [1:27] So okay let's move back to our research. So uh to begin I would like to ask a little question. So, [1:36] how many of you have ever visited and our men store? And if you have this experience, [1:42] can you please raise your hand? Oh, thank you. Also, for someone who just raised your hand, [1:49] you might be our potential uh uh interview participate. Yeah, thank you. So, um [1:58] please think back to the moment you are in the main store. So how do you feel during this [2:05] shopping experience? Uh did you maybe you will feel it was convenience or you will feel relaxed [2:13] or even uncomfortable or maybe even you will feel you are being watched. So many people [2:20] have many different kind of psychological reactions in the amentor and this is exactly [2:27] what inspired our research. So because we found out a miss store can uh influence positive [2:34] and negative effects. So we want to find more about mentor that's why we start this project. [2:41] So over the past few years our mentor store are going are growing around the world [2:47] and we have uh you can see Amazon has just woke out store in the US and there are 71s as store in [2:55] Taiwan also Alibaba style cafe in China. So although they use different technology they [3:01] are sharing some common feature that is uh customers can complete the shopping journey [3:08] with little or no employee involvements. So because of labor shortage or lower operating cost [3:16] and AI power automation many people believe that our main store uh represent the future of retire. [3:25] So however the reality is more complicated although although many people believe that [3:33] store are the future but they have not become as common as we is that right now. So many [3:40] A store uh retail format has struggled to scale even Amazon uh close some of their Amen store. So [3:50] uh this challenges suggest that technology alone may not guarantee success [3:56] and this raised two important questions. Why are our men store struggling and how can we [4:04] overcome this challenge? That's what we want to know. So first we need to clarify that what is [4:12] an admin store. If you check the previous lecture we will found out there are some [4:18] uh some different term to describe a main store. First you can see autonomous store on store or [4:24] cashless store or even smart retail store. There are different term to describe this thing but [4:32] although they are different they are sure two common characteristics. Uh first they emphasize [4:39] uh they are all emphasize the role of technology and second they highlight the absence of human [4:47] presence. But we found out there are another type of amen story. [4:54] Uh if you please take a look at these two picture and you will find that in the left [5:00] picture in the middle of this picture uh the sign says please put your cash here [5:06] and on the right side the Chinese word also say uh please put your coin into this box. [5:12] So uh in this two picture customers choose their products and pay by themsel without any employees. [5:22] So I think yes this is also an on store. It's another type of men store and very different [5:28] from the store we just saw. So it doesn't relies on high technology and this type is built on trust [5:35] is rely on customers to pay honesty. So we call this type of store and honesty based on men store. [5:47] So now we go back to the lecture we notice something uh interesting that is previous [5:54] research has mostly focused on technology enable on men store in other words on men store has [6:01] almost become equal to advanced technology in the literature however honesty based on men [6:08] store has received much less attention even though they are also a type of online store [6:15] so that's why we are more focused was on honesty based on men store in this research [6:21] and we suggest that in our study we suggest that there are two type of men store just I mean as I [6:28] mentioned and the first one is technology enable store and often relies on AI mobile payment and [6:34] automatic checkout and the other one is honestly based on men store often relies on cons consumers [6:42] self- payment self-regulation and trust mechanism so based on Based on this, our definition of [6:49] online store is suggest that customers complete their shopping experience with little or no help [6:57] from employees and using either technology or trustbased selfservice. That's our definition. [7:10] Okay. So here comes to our research question. First we want to know how these two type of online [7:18] stores shape consumers psychological responses and second we want to know how this psychological [7:24] responses influence consumers shopping experience and behavior and last one we also want to identify [7:31] the key factor that encourage consumer to visiting and adopt honesty based on main store [7:40] that's our question and because there is a limit uh research on honesty based on men store. So we [7:49] start with an in indeep interview and we have 11 participate who had uh visiting an store before [7:57] and after analyzing the interview transcript we identify uh common things and develop our [8:05] research proposition. So for the result based on our liter fighting we developed nine proposition [8:13] and this proposition can be grouped into two main things and the first one is the absence [8:19] of human presence which compares staff and um on men store and the second one is a mode [8:25] of operation which compares uh technology enable and honestly based on men store. [8:32] So for our proposition uh in the first thing uh compared with staff store uh we found that amen [8:42] store increase curiosity and reduce social pressure and improve perceived efficiency [8:49] and this better leads to a better overall shopping experience uh including higher uh store [8:55] certification visiting intention and purchasing intention and this finding are consistent with [9:01] previous research. version consistent with what we would uh normally expect [9:06] but we also found a negative effect uh on this door also raise safety concern uh and you can [9:13] see uh at the last paragraph uh Philip says it's not necessarily necessarily that the quality at on [9:22] store isn't good it's more about that there is uncertainty so compared with stuff store [9:30] consumer feel more uncertainty in a main store and their concern may including uh product quality [9:38] after sales service and product risk and this which uh which which may reduce the [9:44] overall shopping experience in commence store and these are our proposition proposition one to four [9:54] and next we compare the technology in able and honesty based uh on store So many participant [10:02] mentioned that technology enable store use technology to monitor customer and prevent six. [10:09] Some store even display warning design like the uh look at camera smell at a camera [10:15] and this cue make consu uh make consumer feel that they are not being trust. [10:21] So based on this fighting we propose the proposition five and six which is [10:26] technology enable store increase perceived mistrust and reduce moral responsibility [10:32] and in contrast you can see that honest based store create a very different feeling participate [10:38] often say the store trust me the honest store trust me first so I should be honest in return [10:46] so this is why we emphasize the concept of trust In our study, honesty based store send a signal [10:54] of trust to their customer which encourag and reciprocity from consumers. So this lead to our [11:05] proposition seven honesty based store are more likely to increase moral awareness and pro- social [11:11] behavior. So you can see uh in a transcript uh Jen one of our participant she even said that she [11:20] would pay a little more than required because they was thought about how hard the farmer had work. [11:27] However she also said that she wouldn't do this if is in a normal commercial transition. Yes. [11:34] So uh we also found another interesting things that is honesty based store make customers think [11:41] about the people behind the store as a real human being. But if it is in a uh technology enabled [11:49] store um they are more often associated with larger company or larger organization and this [11:56] difference may explain why consumer experience different moral emotion in these two type of store [12:03] and next we believe that uh this finding can be expanded by uh psychological contrast theory. [12:11] So in honesty based store there's a mutual trust between the store and its customer. [12:17] Because of this trust participants say they feel empathy toward the store and [12:22] the people behind the store. So for this sample you can see that Victoria [12:28] she said if I don't pay it's not that I'm doing something wrong in the pilot row [12:34] by the low but that I'm letting down the relationship between us. even I go there for [12:40] the first time. So the quote shows that consumers see their relationship with the store as a uh [12:48] as a relational one relationship. But in contrast uh participant view technology enable store as [12:56] a commercial transaction and you can see uh Jen said that if it's just a uh commercial transaction [13:04] I wouldn't go out of my way to pay extra. So based on this finding we have proposition eight [13:11] that is uh compared with honesty based on men's store technology enabled on men's store [13:17] are more likely to activate a transessional rather than a relational psychological contract. [13:25] Um finally we found another interesting thing that is uh acrossing our previous finding [13:33] we noticed that a clear relationship between technology enabled store and a utitarian mindset. [13:40] So when store use more uh monitoring technology or highly automation uh machine anything [13:48] uh consumer are more likely to see shopping as a commercial transaction and they focus [13:54] more on efficiency rule or uh fair transaction rather than human relationship with the store [14:02] and as a result they are more likely to adopt a utitarian mindset and evaluate a store based [14:08] on its function and its outcome. So in contrast uh honest space store send a signal of trust and [14:17] consumer city store has been being building uh built on relationship community and reciprocity. [14:26] So uh on the slide you can see that Victoria says it feels like uh honesty based on store [14:34] care more about customers shopping experience. So because of this consumer focus less on efficiency [14:42] efficiency and more on relationship with the uh honesty based on men store. So a mess store will [14:51] uh a customer will think that honesty based on me store are more care about warmth respon [15:05] mindset and this is our uh proposition nine. Okay, here is the uh this guy. Oh. Oh, sorry. [15:16] Okay. So here's comes to the discussion. So our study goes beyond technologydriven on store [15:25] and store are not necessarily technology technology incentive intensive [15:33] and trust signal linking also replace traditional human service touch point [15:38] and our finding also highlight the role of trust signal. So different store design [15:46] uh different store design send different trust signal and it will shape consumers feel trust and [15:53] moral self-awareness. So there's a key message we would like to uh emphasize and let us let everyone [16:01] know that is our main store are not just about technology. So they are about how trust shapes the [16:09] uh consumer's experience. And finally we found out psychological contract theory also help us [16:16] explaining our fighting. So future study can use this theory to do more research in our main store. [16:24] And last one is about the implication. Okay sorry [16:32] last one is about the implication. So first we suggest that monitoring [16:37] queue should be carefully decide because they influence uh consumers feel trust and this is [16:44] uh a really important part of the shopping experience in the comment store and second even [16:52] store can create more human cententral experience by building trust with your customers and final [17:00] the moral and proocial outcome of honesty based online store deserve more attention and more and [17:08] it may provide valuable insight for organization and companies. And about the future study, [17:17] uh we are currently conduct a field study in Taiwan to uh identify the key factor that [17:23] influence per social behavior in honesty based on men store and we also plan to compare consumer [17:29] in Taiwan and in the US uh for the men store to explore more possible cultural difference [17:36] or any uh key factor. So overall we believe we believe that uh on street based store uh may offer [17:46] a new direction for the future of our me store and we want to emphasize that the future of our store [17:54] retail uh depends on both technology and also the trust. So thank you for your listening. [applause]