Extending the Expectation Confirmation Model (ECM-IS) to Explain Continuance Intention towards Self-Service Retail Technology

HRMARS - This study develops a conceptual framework to explain continuance intention toward Self-Service Retail Technology (SSRT) by extending the Expectation Confirmation Model for Information Systems (ECM-IS). Despite increasing adoption of SSRT in retail environments, sustaining continued usage remains a major challenge. Existing studies largely focus on initial adoption, while post-usage mechanisms influencing continuance intention remain underexplored, particularly in physical retail contexts. This study proposes a conceptual framework integrating the core constructs of ECM-IS with user experience factors relevant to SSRT, namely simplicity, interactivity, and perceived enjoyment. These factors are proposed as antecedents influencing perceived usefulness and satisfaction, which subsequently determine continuance intention. The framework provides a more comprehensive understanding of post-use behavior in self-service retail technology. Theoretically, the study extends the application of ECM-IS in the retail technology context. Practically, the framework offers insights for retailers and system developers in designing user-experience-oriented SSRT strategies to encourage continued usage. This study contributes to the literature by extending the ECM-IS model through the integration of user experience dimensions tailored to capture the unique characteristics of the self-service retail environment.