Consumer Participation in Self-Service Technologies: Shadow Work and Decision-Making Processes

With the rapid advancement of digital technology, the self-service model has emerged, introducing a new work model known as digital shadow work (DSW). In this model, consumers perform tasks traditionally performed by employees, such as item scanning and self-checkout, without compensation. While this optimizes service processes and reduces business costs, it raises concerns about consumer rights, work value, and business sustainability. This study explores the psychological factors that affect consumer participation in DSW within self-service environments. Using a grounded theory approach and semi-structured interviews, the study reveals key psychological drivers under the dual-system framework. This study’s findings indicate that habitual behavior, impulsivity, time pressure, technological dependence, social identification, and delayed gratification significantly affect participation in DSW. Notably, the intuitive system (System 1) plays a dominant role in decision-making, leading consumers to make quick, automatic choices, often leaving them unaware of the work involved. By identifying these psychological factors, this research increases consumer awareness of DSW, promoting self-protection in self-service contexts. Additionally, understanding decision-making psychology provides essential insights for companies in non-face-to-face self-service technologies, supporting sustainable business practices.