## 5 Discussion
### Theoretical and Practical Implications  
This study offers theoretical contributions by providing insights into the SST and O2O integration model from three aspects. First, this study extends the application of the ECM-IT model to the field of SST and O2O research in a retailing context. Critical factors, such as service quality and perceived location convenience of SST, were identified as having substantial impacts on satisfaction with continuing use of physical services. Second, this study adopted O2O integration models to explore the characteristic variables of online and offline SST and examine their respective contributions to consumers' behavioral intentions based on consumers' satisfaction and attitude. This study indicated that online service quality and perceived ubiquity are reliable predictors of online attitude, which in turn affects their intention to adopt virtual SST. Third, this study further examines the transitional effect of SST from offline to online usage. This result suggests that retailers can convert occasional consumers into online members and have access to their customers anytime. Moreover, companies can use the service quality of the SST system as a means to simultaneously affect the evaluation, emotion, and attitude of consumers in online and offline environments. Based on the results, several practical implications for retail managers are provided. First, perceived location convenience is a critical factor influencing consumer satisfaction toward SST. This is evidenced by the high density of convenience stores in major cities worldwide, many of which are strategically situated on main thoroughfares to enhance patronage and foster customer loyalty. Beyond the functional aspects of SST, retailers recognize that positioning these technologies in high-traffic, convenient areas is an effective strategy for increasing usage, expanding the store's service area, and ultimately improving customer satisfaction. Second, both offline and online system service quality constructs have been identified as significant factors in satisfaction and attitude. In this sense, providing a more consistent functional design can reduce user confusion and learning barriers across channels for extending services from offline to online. Consumers' offline usage habits (e.g., being accustomed to completing transactions using SST in conveniently located brick-and-mortar establishments) can reduce the perceived necessity of downloading and using an app. However, emphasizing the ubiquity of mobile services, allowing consumers to enjoy services anytime and anywhere, increases consumers' positive attitude toward and willingness to use digital services. Furthermore, this study further verified that consumer satisfaction increases consumers' post-purchase behavior and loyalty. However, it suggests that satisfaction with services experienced in physical stores may not necessarily lead to a positive attitude and willingness to use virtual services. Therefore, in addition to improving offline consumer satisfaction, companies must provide more benefits to using online services, such as shopping discounts, shipping discounts, and lottery draws. 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. First, the finding challenges previous perceptions: younger consumers are generally more tech-savvy and will naturally adopt online SSTs after using offline SSTs. However, other factors such as habit formation, perceived ease of use, or situational preferences may play a more important role in determining whether consumers switch from offline to online SSTs.