The self-service consumption model often requires consumers to complete additional shadow work. Limited exploration exists on why consumers engage in this phenomenon. Dual-system theory, which distinguishes between automatic and control systems of human thinking and behavior, provides a framework to explore shadow work in the self-service consumer environment. This qualitative study, grounded in dual-system theory, uses interviews with multiple users to examine underlying reasons for shadow work engagement, and investigates influences and age differences. Findings contribute to understanding consumer behavior and can inform targeted marketing strategies and self-service technology development.
목차
Abstract Introduction Literature Review Shadow Work Dual-System Theory Grounded Theory Research Methods: Qualitative Study Interview Respondents’ Selection Interview Questions Set Interview Procedure Data Coding Findings Discussion and Conclusion Discussion Implications and Contributions References
키워드
Self-ServiceShadow WorkDual-System TheoryGrounded Theory
저자
LIU TingTing [ Interdisciplinary Program of Digital Future Convergence Service, Chonnam National University ]
Joon Koh [ School of Business Administration, Chonnam National University ]