## 5 Discussion
### Theoretical and Practical Implications
Moreover, when in-store staff are asked questions about the operation of SSTs, they should patiently explain the operation of SSTs to unfamiliar and elderly customers to encourage consumers to become more familiar with the interface operation of SSTs and switch to using online services. Regarding the transition effect, our results show that it is not significant for younger consumers in the context of SST use. This finding highlights the need for further investigation into the factors influencing consumers' adoption of online SST channels and the potential challenges in transitioning from offline to online services in convenience stores. The finding challenges previous perceptions: younger consumers are generally more tech-savvy and will naturally adopt online SSTs after using offline SSTs. Offline-to-online transitions are not as straightforward as commonly assumed in the service design literature. Even when targeting younger demographics, companies cannot rely solely on physical SST exposure to drive mobile app adoption. Several barriers may explain this disconnect. For example, digital literacy barriers may exist even among younger users, who may understand basic technology but struggle with specific applications or features of the virtual SST. Motivational issues may arise if the mobile alternative does not demonstrate clear advantages over physical kiosks, and service design issues may create friction in the transition process. For example, a convenience store customer may be familiar with in-store kiosks for printing services but may find the mobile app interface confusing or see no value in using it remotely. To address these challenges, companies should consider implementing cross-channel incentives that specifically reward switching behavior and develop clearer value propositions that articulate the unique benefits of mobile channels. In addition, in-store staff should be trained to assist older customers and highlight specific mobile benefits to tech-savvy users who may not recognize the full benefits of virtual SST despite their general comfort with technology. Finally, we argue that this study holds significant value by addressing an important research problem through the lens of human behavior and decision-making. Specifically, our findings can inform practitioners and policy-makers about consumer preferences and barriers to adoption, which are critical for guiding the development and effective implementation of SST solutions. Hence, the scientific value of this work lies in its contribution to consumer behavior and social science research, forming a basis for further interdisciplinary collaborations. We respectfully suggest that this perspective aligns with the broader scope of knowledge advancement in this area. Some implications for offering SST services in both on- and offline channels are suggested. For example, SST services such as mobile printing, bill payment, and delivery services are essential for customers. This implied that retail managers should recognize the significance of these services and ensure that their SST systems in both on- and offline channels meet the necessary standards to provide customers with a positive experience. In addition, developing functions to support people in their daily lives and simplifying the interface operation are also critical, especially for offline SST use in the physical store. As such, strengthening on-the-job training for employees will enable them to assist customers unfamiliar with SST's operating procedures and functions. In addition to convenience stores, other retail operators can refer to the successful case of the ibon kiosk when establishing SST, thereby attracting more customers to use SST and expanding the scope of service. It also suggests that companies should consider seamless integration between the on- and offline channels to improve the overall consumer experience. These insights can help companies optimize resource allocation and effectively address consumer needs across both platforms.