Out of Dedication or Constraint? A Dual Model of Post-Adoption Phenomena and its Empirical Test in the Context of Online Services1
Authors: Kim, Sung S.; Son, Jai-Yeol
Journal: MIS Quarterly (2009)
DOI: 10.2307/20650278
Sustained website traffic through consumers’ patronage at the post-adoption stages is known as a key to the survival of an online service provider. Although a firm’s survival depends much on repeated use, whether or not a firm survives is also influenced by a variety of other behavioral outcomes that include, but are not limited to, word-of-mouth, willingness to pay, and inattentiveness to alternatives. Whereas post-adoption research has recently paid attention to repeated use, the information systems field still lacks a systematic investiation into other behavioral outcomes that transcend mere usage. In an attempt to extend the horizons of post-adoption research, we develop and test a model that explains post-adoption behaviors in the context of online services. First, drawing on a dual model of relationship maintenance in consumer behavior research, we propose a conceptual framework to study and explain online consumer behavior. In particular, our model predicts that two contrasting mechanisms, that is, dedication and constraint, are the main drivers of post-adoption phenomena (i.e., consumers’ post-adoption reactions to online services—beliefs, attitudes, intentions, and behavi…