An Approach-Avoidance Model of User Satisfaction and Dissatisfaction

Abstract

Traditional post-adoption models of system continuance and discontinuance typically conceptualize satisfaction as a bipolar construct, varying along a continuum from negative to neutral to positive. However, users often experience mixed feelings, particularly when deliberating whether to switch from a current system to an alternative that offers both benefits and drawbacks. Recent research in the Information Systems (IS) field has begun to acknowledge the prevalence of such ambivalent evaluations, advocating for a unipolar approach that treats satisfaction and dissatisfaction as distinct constructs, each ranging independently from low (neutral) to high. We propose and empirically test an Approach-Avoidance Model to explain the psychological mechanisms underlying these mixed responses. The model posits that users separately appraise system benefits (approach factors) and drawbacks (avoidance factors), forming two parallel affective evaluations: unipolar satisfaction and unipolar dissatisfaction. These evaluations are then jointly considered when making post-adoption decisions regarding system continuance, discontinuance, or switching. Empirical evidence from a U.S. user sample supports the proposed model, demonstrating its explanatory, predictive, and diagnostic utility. Specifically, the Approach—Avoidance Model outperforms the traditional bipolar framework in capturing avoidance-related processes and the influence of dissatisfaction on discontinuance intention. Notably, unipolar dissatisfaction exhibits a stronger predictive effect on discontinuance than satisfaction does, highlighting its role as an early warning signal of potential user abandonment. A post-hoc analysis using a German sample was conducted to assess cross-cultural generalizability. While the overall model structure remained stable, significant cultural differences emerged: perceived security risk had a weaker effect on increasing dissatisfaction, whereas enjoyment had a stronger effect on reducing dissatisfaction among German users. These exploratory findings suggest that emotional and risk-related appraisals may vary across cultural contexts, even as the relative influences of satisfaction and dissatisfaction remain robust.

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