earticle

영어

The global pandemic has enormously changed people's consumption activities and business ecosystems. One of the most notable changes is the increase in contactless services due to social distancing, including kiosk orders at restaurants and coffee shops and cashier-free small stores. However, these services are still experimental or uncomfortable for some users, and this becomes the challenge for the transition to a digital society. In the context of the current New Normal state, where the untact interactions in response to the pandemic are highlighted, research on the concept of such non-face-to-face communications is still lacking. Therefore, this study uses the affordance theory to (1) define four types of untactification affordances in non-face-to-face shopping, and (2) determine how these types of affordance affect users' shopping engagement and continuous use intention. For this purpose, this study plans to collect and analyze data from users of F5 Future Store, a famous cashier-free convenience store brand in China.