Resumen
The capabilities of the people, processes, and technology are important factors to consider when exploring continuous use to create value. Multiple perceptions and attitudes towards self-service systems lead to various usage levels and outcomes. With complex analytical structures, organizations need a better understanding of IS value and users? satisfaction. Incompatibility reduces the purpose of self-service analytics, decreasing its value and making it obsolete. In a qualitative, single case study, 20 interviews in a major digital Scandinavian marketplace were explored using the expectation?confirmation theory of continuous use to explore the mechanisms influencing the sustainability of self-service value. Two main mechanisms were identified: the personal capability reinforcement mechanism and the environment value reinforcement mechanism. This study contributes to the post-implementation and continuous use literature and self-service analytics literature and provides some practice implications to the related industry.