User Satisfaction and Dissatisfaction: Bipolar versus Unipolar Conceptualizations

Abstract

ABSTRACT User satisfaction is a longstanding determinant of information systems (IS) post-adoption continuance intention. Traditionally, user satisfaction has been conceptualized as a bipolar continuum, stretching from high dissatisfaction to high satisfaction, with neutrality as a midpoint. This view may limit the effectiveness of user satisfaction measurements as it implies that users cannot experience mixed feelings of satisfaction and dissatisfaction. However, users often have simultaneous mixed feelings. By considering user satisfaction and dissatisfaction as separate unipolar dimensions, each ranging from neutral to high, we address the limitation of the bipolar approach. Data collected from an online survey supports this unipolar perspective, enabling the representation of mixed feelings and mitigating the limitations of the bipolar view. Furthermore, both user satisfaction and dissatisfaction uniquely contribute to continuance intention, broadening our understanding of user post-adoption behavior. This study paves the way for future research on the antecedents and consequences of user satisfaction and dissatisfaction.