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

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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
Issue number2
Publication statusPublished - 2010 Apr

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


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