隨著科技的進步與疫情推波助瀾，自助服務科技 (Self-Service Technology, SST) 在零售場域的應用日益普及，亦改變了業者與顧客之間的互動模式。本研究以推-拉-繫住力模型 (Push-Pull-Mooring, PPM) 作為理論基礎，探討消費者由傳統人工結帳轉換至自助結帳系統的關鍵因素。推力因素係指消費者在人工結帳過程中產生的不利感受，如感知等待時間與社交焦慮；拉力因素代表吸引消費者使用自助結帳的正向動機，包括感知有用性、追求新奇與享樂感；而繫住力因素則代表阻礙消費者從傳統人工結帳轉換至自助結帳系統的心理障礙或行為慣性，如習慣與科技焦慮。
本研究透過網路問卷蒐集數據，共回收574份有效樣本，並使用偏最小平方法的結構方程模型 (Partial least squares structural equation modeling, PLS-SEM) 進行統計分析。研究結果顯示：推力因素（感知等待時間、社交焦慮）對轉換意圖具有正向且顯著的影響；拉力因素（感知有用性、追求新奇、享樂感）對轉換意圖具有正向且顯著的影響；繫住力因素（習慣、科技焦慮）對轉換意圖呈現負向顯著影響。然而，繫住力因素在推力、拉力對轉換意圖之間的調節效果並未達顯著。本研究提供一個整合環境、情感與行為的分析架構，以補足消費者轉換決策中多面向動機之理解；亦可作為零售業者導入或優化自助結帳服務之實務參考，協助提升顧客體驗與轉換意願。

With the advancement of technology and the influence of the COVID-19 pandemic, self-service technologies (SSTs) have become increasingly common in retail, changing how businesses interact with consumers. This study adopts the Push-Pull-Mooring (PPM) model to examine key factors influencing consumers’ intention to switch from traditional checkout to self-checkout systems (SCOs). Push factors (perceived waiting time, social anxiety) reflect dissatisfaction with traditional checkout; pull factors (perceived usefulness, novelty seeking, enjoyment) represent positive motivations toward SCOs; mooring factors (habit, technology anxiety) indicate resistance to switching. Based on 574 valid responses collected via an online survey, partial least squares structural equation modeling (PLS-SEM) was used for analysis. Results show that push and pull factors positively influence switching intention, while mooring factors have a significant negative effect. However, the moderating role of mooring factors was not supported. This study provides a multi-dimensional framework to better understand switching motivations and offers practical implications for optimizing SCO adoption in retail.

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