STUDY OF THE FACTORS INFLUENCING CONSUMER PURCHASING BEHAVIOR IN THE UNMANNED RETAIL INDUSTRY- THE MEDIATING ROLE OF BRAND TRUST

Abstract

The continuous advancement of artificial intelligence and big data technology, the COVID-19 pandemic, and the growing consumer acceptance drive the rapid development of the unmanned retail industry, as discussed in this article. While unmanned retail provides contactless services, ensuring consumer safety and enriching user experiences, its rapid growth also brings new challenges. How to ensure the prosperity of the unmanned retail industry and meet the needs of consumers are issues that unmanned retail enterprises need to consider. Using empirical research methods, this study examined the factors influencing consumer purchasing behavior in the unmanned retail industry. We collected data by distributing surveys and analyzing the results to draw conclusions. The study found that product features, geographical location, service quality, intelligent technology, and brand trust have significant positive effects on consumer purchasing behavior, with brand trust mediating consumer purchasing behavior. The research findings provide practical evidence for the decision-making process of unmanned retail enterprises. These enterprises can meet consumer needs and promote industry development by optimizing product features, geographical location strategies, improving service quality, employing intelligent technology, and establishing brand trust.