Proceedings of the 2023 2nd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2023)

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Optimization of Intelligent Shopping Guide System of New Retail Fresh Supermarket Based on TAM Model: A Case Study in China Under COVID-19

Authors
Yonglin Dai1, Wenjun Xv2, Yimin Wang1, Jia Liu1, Anthony Kong3, *
1School of Design, The Hong Kong Polytechnic University, Kowloon, 999077, Hong Kong, China
2Yunnan University Secondary School, Kunming, China
3School of Design, The Hong Kong Polytechnic University, 11 Yuk Choi Rd, Hung Hom, Kowloon, Hong Kong, 999077, China
*Corresponding author. Email: anthony-pui-keung.kong@polyu.edu.hk
Corresponding Author
Anthony Kong
Available Online 28 August 2023.
DOI
10.2991/978-94-6463-222-4_53How to use a DOI?
Keywords
New Retail; COVID-19; Raw Food Supermarket; Shopping Behavior; Intelligent Shopping Guidance System
Abstract

New retail fresh supermarket is an emerging supermarket service model in recent years, consumer behaviour is its focused problem. Affected by the COVID-19, panic buying of fresh food has become common, food waste and consumer dissatisfaction increased. In addition, many design deficiencies also influence consumer gratification with fresh supermarkets. Thus, this study explored the consumer psychology through questionnaires to ascertain the pain points of consumers, establish a model of ideal supermarket intelligent shopping guide systems based on the data analysis of 733 valid samples. The results show that (1) intelligent recommendation, product information and position search are essential to behavioural intention, (2) technical support affects consumer attitudes through the mediating effect of Compatibility and perceived ease of use, and ultimately affects users’ behavioral intentions, (3) perceived usefulness and perceived ease of use are mediate factors of the optimization of guide system with user’s attitude and behavioral intention.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 2nd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2023)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
28 August 2023
ISBN
978-94-6463-222-4
ISSN
2589-4919
DOI
10.2991/978-94-6463-222-4_53How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yonglin Dai
AU  - Wenjun Xv
AU  - Yimin Wang
AU  - Jia Liu
AU  - Anthony Kong
PY  - 2023
DA  - 2023/08/28
TI  - Optimization of Intelligent Shopping Guide System of New Retail Fresh Supermarket Based on TAM Model: A Case Study in China Under COVID-19
BT  - Proceedings of the 2023 2nd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2023)
PB  - Atlantis Press
SP  - 491
EP  - 501
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-222-4_53
DO  - 10.2991/978-94-6463-222-4_53
ID  - Dai2023
ER  -