NCU Research: Willingness and Sense of Security are Keys to Smart Retail Success

National Central University (NCU) research has found that the success of smart retail depends not only on how easy machines are to use, but on whether consumers want to use them and feel secure doing so. When consumers feel uncomfortable or unsafe, they revert to human-assisted service modes. NCU released a press release today stating that while smart retail technology is changing daily consumption, smarter machines do not necessarily mean more peace of mind for customers. Professor Hong Hsiu-wan of the Department of Business Administration at NCU used technology readiness, self-determination theory, and status quo bias theory to explore the psychological barriers hindering the adoption of smart retail. Hong stated that success often depends on whether consumers are willing to press the first button, noting concerns about surveillance, data usage, and lack of support during errors. The study shows that key factors are not just 'usability' but 'willingness,' 'ability,' and 'security.' Innovative consumers are more likely to try these systems, but those who feel insecure will revert to human service. The study reminds retailers that they should not only think from a corporate efficiency perspective, as customers may feel anxious. Good service design should allow customers to complete operations independently while providing immediate assistance when needed.