Understanding Consumers’ Continuance Intention Toward Self-service Stores: An Integrated Model of the Theory of Planned Behavior and Push-Pull-Mooring Theory

Abstract

The development of self-service technologies (SSTs) has significantly changed the interactions between customers and enterprises. Similarly, traditional services are gradually being replaced. Self-service businesses are emerging one after the other, including self-service laundries, gas stations, car washes, ticketing machines, and even self-service stores. This is not merely a new trend, but a revolution in traditional consumption patterns and service models. Why do consumers continue to patronize self-service stores? Is the pushing force or the pulling force leading them to continue to switch from traditional shops to self-service stores? Or is this change the result of planned behavior or intention, determined by attitudes, subjective norms, and perceived behavioral control? This study integrates the theory of planned behavior and push-pull-mooring theory to determine the factors that influence consumers’ continuance intention toward self-service stores. Data was collected and analyzed, using structural equation modelling, from 231 consumers who accessed self-service car washes. Results showed that attitude was the most important factor affecting consumers’ continuance intention toward self-service stores. This was followed in order of relative importance by fun, habit, perceived behavioral control, and personal innovativeness. Subjective norms, low user satisfaction, perceived ease of use, and cost-savings did not affect consumers’ continuance intention toward self-service stores. Implications for theory and practice are being derived from these findings.