A comparative study of the effects of low and high uncertainty avoidance on continuance behavior1

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

This study examines the effects of uncertainty avoidance (UA) at the individual level on continuance behavior in the domain of mobile data services (MDS). It proposes a research model for post-expectation factors and continuance behavior that considers the moderating effect of UA, and verifes the model with online survey data gathered in Korea and Hong Kong. Post-expectation factors are classifed as either intrinsic or extrinsic motivational factors, while respondents are classifed according to their propensities into low-UA and high-UA groups. The results indicate that UA has substantial effects not only on the mean values of the postexpectation factors studied but also on the strength of those factors' impact on satisfaction and continuance intention. The effects of intrinsic motivational factors on satisfaction and continuance intention are stronger for the high-UA group than for the low-UA group. In contrast, the effects of extrinsic motivational factors are generally stronger for the low-UA group.

Original languageEnglish
Pages (from-to)1-29
Number of pages29
JournalJournal of Global Information Management
Volume18
Issue number2
DOIs
Publication statusPublished - 2010 Apr 1

Fingerprint

Comparative study
Uncertainty avoidance
Uncertainty
Factors
Motivational factors
Intrinsic
Mobile data services
Propensity
Hong Kong
Korea
Impact factor
Online survey
Moderating effect
Survey data

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Computer Science Applications
  • Strategy and Management
  • Management Science and Operations Research
  • Information Systems and Management

Cite this

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A comparative study of the effects of low and high uncertainty avoidance on continuance behavior1. / Kim, Hak Jin; Choi, Hun; Kim, Jin Woo.

In: Journal of Global Information Management, Vol. 18, No. 2, 01.04.2010, p. 1-29.

Research output: Contribution to journalArticle

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