Constructing an Evaluation Model for User Experience in an Unmanned Store

Abstract

Traditional stores feature three characteristics: the goods, convenience, and the service provided to its customers (users). Due to the development of the online/offline omni channel consumption model, the starting point for supplying the user with services is no longer the time at which a user arrives at the store door. Instead, it is expected that services can be merged seamlessly into users’ lives at any point in time. Convenience and quality of service can be maximized and optimized via any medium or device. Therefore, in light of the foreseen commercial requirements of the supply end, we introduce a strategy for implementing intelligent equipment in order to achieve the goals of enhanced efficiency and reduced manpower. We investigate the possibility of traditional stores being replaced by other types of convenient store. This study investigates the experience evaluation of unmanned stores with respect to three dimensions: the economic experience, marketing experience, and qualia experience. A case study approach is implemented in this study. The goal is to investigate the course of the user experience in the X-Store, which was founded by the Uni-President Enterprises Corporation in Taiwan. By determining the relationship between users’ interactions with tangible and intangible objects, it is possible to understand the reasons behind the insufficiency in a bad user experience. It is then possible to deal with the insufficiency represented by an intangible service guidance interface, rather than the single and tangible factor of there being no clerks. Finally, a type I quantification theory is applied to the quantification of qualitative data. It is known that the elements corresponding to higher user ratings include, respectively, entertaining setting, positive sensory experience, and innovative products or facilities. The most representative factors for these elements include an interactive drinks cabinet, a futuristic layout, and facial recognition. In contrast, the elements of lower satisfaction level include a setting far from feelings of hustle and bustle, the experience of being introduced to new ideas (thinking), and facilities that are easy to operate. The most representative factors behind these elements include being unable to perform immersive shopping, there being no memory of limited-edition souvenirs, and apps that are not good to use. The contributions of this study are twofold. Firstly, we provide an evaluation of user experience for the first unmanned store in Taiwan, along with a subsequent ranking of the factors. This could provide companies with a reference for either maintaining or improving upon their current state. Secondly, we analyzed the five-stage experience activities for the embodiment of the interactive relationship between users and other people who were analyzed. Any follow-up changes to user influence can be traced back by means of this approach.