A balanced thinking–feelings model of information systems continuance

Most studies on technology adoption and usage continuance examine cognitive factors, leaving affective factors or the feelings of users relatively unexplored. In contrast, researchers in the diverse fields of human–computer interaction, medicine, psychology and marketing have begun to note the importance of feelings in understanding and predicting human behavior. Feelings are anticipated to be essential particularly in the context of modern applications, such as mobile Internet (M-Internet) services. Users of modern technology are not simply technology users but also service consumers and may consider both cognitive and emotional benefits. Drawing upon multidisciplinary findings, this study proposes a balanced thinking–feelings model of IS continuance. In the process of developing this model, the concepts of attitude, thinking and feelings are further articulated, defined and distinguished. The balanced thinking–feelings model is validated in a survey of M-Internet service users. To encourage continuance, companies should consider ways to enhance both cognitive and emotional benefits for users. The model could be also useful for balanced understanding of other behaviors.