Investigating users' behavioral intention toward public self-service technologies (SSTS) based on intrinsic motivation and self-service technology quality

Public self-service technologies (SSTs) are increasingly prevalent in today's service industry, making it crucial for both academic researchers and service practitioners to understand how customers perceive them and identify ways to enhance their quality. This study examines public SST users' behavioral intentions by integrating Self-Determination Theory and Self-Service Technology Quality into the Technology Acceptance Model. Using structural equation modeling (PLS-SEM), data from 239 users were analyzed. Results reveal that Competence and Autonomy enhance Perceived Ease of Use, while Relatedness negatively affects it. Autonomy positively influences Perceived Usefulness, but no significant relationship is found between Competence or Relatedness and Perceived Usefulness. Design and Security positively impact Perceived Usefulness and Ease of Use. Perceived Ease of Use influences Perceived Usefulness, and both impact users' Attitude, which subsequently shapes their Behavioral Intentions. Finally, the findings reject the hypothesized moderating role of Social Anxiety in the relationship between Attitude toward using and Behavioral Intention.