Determinants of Perceived Value and Loyalty in Automated Unmanned Marketplaces: Evidence from University Students in Chengdu, China
Year: 2026
Type: article
Study design: Observational Study
Abstract: Purpose: This study examines the determinants of perceived value and loyalty toward Automated Unmanned Marketplaces among university students in Chengdu, China. It develops and tests a structural model to explain how service-related attributes influence value perception and loyalty intention in unmanned retail settings. Research design, data and methodology: A quantitative research design was adopted. Data were collected from 500 university students with prior experience using Automated Unmanned Marketplaces. A pilot test with 40 respondents was conducted to assess content validity and reliability before the main survey. The questionnaire employed a five-point Likert scale. Confirmatory factor analysis was used to evaluate reliability and validity, followed by structural equation modeling to test the hypothesized relationships. Results: All proposed relationships were statistically supported. Service-related attributes significantly enhanced perceived value, with customer participation showing the strongest influence. Perceived value demonstrated the greatest positive effect on loyalty, while satisfaction also contributed significantly to loyalty formation. Conclusions: The findings suggest that managers should prioritize value-driven strategies by strengthening ethical practices, service design, customer involvement, and innovation. Continuous improvement of customer satisfaction mechanisms can further reinforce loyalty and promote sustainable development in unmanned retail settings.
Source: Scholar: Human Sciences
Author: Li, Juan
Institution: Sichuan Technology & Business College
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7219480772