Abstract

Purpose: This study analyzed the effect of ethical aspects of CCTV surveillance, such as Security, Responsibility, and Privacy, on consumers' perceptions of unmanned stores. Research design, data, and methodology: The data were collected from 270 participants through an online survey, which was conducted over seven days from October 7 to 13, 2024, with the assistance of an online survey company. The constructs were developed with Delphi Method. And the collected data were analyzed using Delphi Method, SPSS 26, and SmartPLS 4. Results: According to the results, CCTV Security positively influenced the intention to use unmanned stores through the mediation of CCTV Responsibility and consumer attitude. Additionally, Privacy Concerns moderated the relationship between Security and Responsibility. Conclusion: The results of the study show that marketing strategies that emphasize the ethical aspects of CCTV surveillance in unmanned store operations have a positive effect on consumer perception and behavior. When Security and Responsibility are strengthened, consumers’ attitudes toward Unmanned stores are formed more favorably and their intention to use unmanned stores is enhanced. In addition Privacy Concerns act as an important factor that moderates the relationship between Security and Responsibility. Therefore, marketers can improve the performance of unmanned stores by communicating the ethical aspects of CCTV operation.