Exploring continued online service usage behavior: The roles of self-image congruity and regret

The expectation–confirmation model (ECM) of continued information systems (IS) use has proven to be successful across online service contexts. Previous studies based on ECM have focused on a referent (i.e., comparison standard) that is centered on the target IS (i.e., target online service). The effect of this referent, captured through confirmation, has been strongly demonstrated. Yet, few studies have explored the saliency of two additional reference effects, captured through self-image congruity and regret, in online service continuance. To fill this knowledge gap, this paper attempts to develop a research model that extends the ECM perspective in view of the additional contributions of regret and self-image congruity on two post-adoption beliefs (perceived usefulness and perceived enjoyment) and continuance intention. For this extension, we synthesized the extant literature on continued IS use, self-image congruity, and regret. The model was empirically tested within the context of a social network service. Our analysis result shows that self-image congruity plays a key role in forming the two post-adoption beliefs. It is also found that the absolute effect of regret on continuance intention is larger than the effects of other antecedents identified in IS. Overall, this study preliminarily confirms the salience of self-image congruity and regret in online service continuance.