Paradoxical adoption of consumer-facing service technologies: Investigating the role of mindset, learning paradox, and technological context

Human–technology interactions are often infused with paradoxes. This study adopts a paradox perspective to examine the adoption of consumer-facing service technologies (CFSTs). Specifically, we explore how experienced tension and paradoxical mindset influence users' adoption intention through two paradoxical perceptual pathways: functional perceptions (efficiency versus inefficiency) and emotional perceptions (enjoyment versus exhaustion), with learning paradox acting as a mediating mechanism (Study 1). Contextual variations between human- and technology-dominant settings are also examined (Study 2). Data were collected through an online survey of 350 participants and analysed using structural equation modelling. Study 1 shows that both experienced tension and paradoxical mindset shape the paradoxical perceptions. Efficiency and enjoyment positively affect adoption, whereas inefficiency and exhaustion exert non-significant or negative effects. Nevertheless, all perceptions influence adoption positively through the learning paradox, which shows that users transform contradictory experiences into adaptive engagement. Study 2 provides further evidence of contextual differences: paradoxical perceptions are more pronounced in technology-dominant service contexts (e.g., autonomous delivery robot) than in human-dominant contexts (e.g., self-service locker).