自助服務科技（SST）在全球零售和服務環境中越來越普及。然而，不同文化背景下的採用率與使用行為卻有顯著差異。本研究旨在探討影響中國消費者使用自助式科技的動機，特別關注那些在以西方為中心的科技採用模型（如科技接受模型，TAM）中經常被忽視的文化因素。研究採用質性方法，對 20 名參與者進行深度訪談，並運用相關理論探討行為驅動因素和情感反應。
分析結果辨識出七種獨特的動機驅動類型：為母則強：為了給孩子樹立榜樣而挑戰自我；害怕新科技：害怕犯錯而產生的恐懼；習慣被服務：偏好因人際互動帶來的溫暖和靈活性；避免造成他人不便：出於維持社會和諧的考量；節省時間：優先考量效率而非複雜性；金錢就是金錢：受金錢節省驅動；挑戰者：願意接受新體驗與創新。每種類型反映了自我認知、促進條件、情感觸發點與目標的獨特組合。
研究結果顯示，儒家思想中的「關係」（Guanxi）與「面子」（Lian）等文化元素對中國社會的 SST 採用具有深遠影響。例如，維持社會和諧、避免尷尬或追求家庭凝聚力等動機往往超越了如「易用性」或「有用性」等傳統因素。本研究強調了西方科技採用框架在集體主義文化中的局限性，並呼籲建立具文化敏感性的模型。對於企業而言，建議設計能滿足多元消費者情感與社交需求的 SST，以提升其採用率與滿意度。

Self-service technologies (SSTs) are increasingly prevalent in retail and service settings worldwide. However, adoption rates and user behaviors differ significantly across cultural contexts. This study examines the motivations driving or deterring Chinese consumers from using SSTs, focusing on cultural influences often overlooked in Western-centric technology adoption models, such as the Technology Acceptance Model (TAM). Employing a qualitative approach, in-depth interviews were conducted with 20 participants, using soft laddering techniques to uncover behavioral drivers and emotional responses.
The analysis identified seven distinct motivation driver types: Stronger as a Mother, representing those who challenge themselves to set an example for their children; Afraid of New Technology, characterized by fear of making mistakes; Accustomed to Being Served, preferring human interaction for its warmth and flexibility; Avoid Inconveniencing Others, driven by the desire to maintain social harmony; Save Time, prioritizing efficiency over complexity; Money is Still Money, motivated by financial savings; and Willing to Challenge Themselves, embracing new experiences and innovations. Each type reflects a unique combination of sense-of-self, facilitating conditions, emotional triggers and goals.
Findings reveal that cultural elements, such as Confucian ideals of "relationship" (guanxi) and "face" (lian), profoundly shape SST adoption in Chinese society. Motivations like preserving social harmony, avoiding embarrassment, or seeking family cohesion often outweigh traditional factors such as perceived ease of use or usefulness. This study underscores the limitations of Western technology adoption frameworks in collectivist cultures and calls for the development of culturally sensitive models. Practical recommendations for businesses include designing SSTs that address the emotional and social needs of diverse consumer types to enhance adoption and satisfaction.

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