earticle

영어

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.