A study of perceptions and barriers towards intelligent convenience stores in Bangkok

The study is a perception and barriers analysis of the intelligent convenience store, which has been launched in many countries nowadays. It involves the integration of technology to eliminate the check-out process to save time for customers. With the convergence of physical convenience stores, smartphones, store application, and cashless payment to offer a better shopping experience, creating a faster time spending in the store, and decreasing loss sales rate at the same time. However, technology has a high cost of investment and has limitation, and it needs to communicate and acknowledged customers to achieve brand loyalty and business goals. The study aims to understand the independent variables that affects the probability of customer’s behavior. The study shown the industry overview and barrier to enter the Bangkok market. In-depth interviews conducted to understand perception and barriers from selected respondents for analysis. Perceptions motivate the customer to buy in the intelligent convenience store such as tech-savvy, cashless payment security.

本研究针对当前已在多国落地的智能便利店(Intelligent Convenience Store)展开感知与壁垒分析。该研究通过技术整合取消结账流程，为顾客节省购物时间。依托实体便利店、智能手机、门店应用与无现金支付的融合，该模式可打造更优质的购物体验，缩短店内购物耗时，同时降低销售损耗率。不过，该技术存在较高的投入成本与局限性，且需要与顾客进行沟通并获得其认可，方能实现品牌忠诚度培养与商业目标。本研究旨在探究影响顾客消费行为概率的自变量，梳理了行业概况，并分析了该模式进入曼谷市场的准入壁垒。研究通过对筛选出的受访对象开展深度访谈，以探析其对智能便利店的感知与相关壁垒，用于后续分析。诸如精通技术、无现金支付安全性等感知因素，会驱动顾客选择在智能便利店消费。