Re-examining the role of attitude in information system acceptance: a model from the satisfaction–dissatisfaction perspective

This study attempts to re-examine the role of attitude in voluntary information system (IS) acceptance and usage, which has often been discounted in the previous technology acceptance research. We extend the unidimensional view of attitude into a bidimensional one, because of the simultaneous existence of both positive and negative evaluation towards IS in technology acceptance behaviour. In doing so, attitude construct is divided into two components: satisfaction as the positive attitudinal component and dissatisfaction as the negative attitudinal component. We argue that satisfaction and dissatisfaction will interactively affect technology usage intention. Besides, we explore the predictors of satisfaction and dissatisfaction based on the disconfirmation theory. Empirical results from a longitudinal study on bulletin board system (BBS) usage confirm the interaction effect of satisfaction and dissatisfaction on usage intention. Moreover, perceived task-related value has a significant effect on satisfaction, while perceived personal value has a significant effect on dissatisfaction. We also discuss the theoretical and managerial implications of our findings.