Approach, Avoidance, and Ambivalence: Modeling the Underlying Reasons for Mixed Feelings of User Satisfaction and Dissatisfaction

User satisfaction is a well-established key determinant of post-adoption system continuance. Although most commonly theorized as a single bipolar dimension ranging from highly satisfied to highly dissatisfied (with a neutral midpoint), IS researchers are increasingly re-conceptualizing satisfaction and dissatisfaction as two distinct uni-polar dimensions, each ranging from low (neutral) to high (satisfaction or dissatisfaction). The uni-polar conceptualization permits the representation of ambivalence, or the simultaneous experience of both satisfaction and dissatisfaction, which is commonly observed in practice. The present research introduces and tests a new approach-avoidance-ambivalence (AAA) model that accounts for the formation of such ambivalent or “mixed” feelings. The model distinguishes between approach beliefs, which more strongly influence uni-polar satisfaction, and avoidance beliefs, which more strongly influence uni-polar dissatisfaction. The differential effects of approach and avoidance beliefs can account for the simultaneous experience of satisfaction and dissatisfaction. Satisfaction and dissatisfaction each explain unique variance of behavioral intention. By providing a more detailed and nuanced understanding of the countervailing influences of approach and avoidance beliefs and the unique roles of satisfaction and dissatisfaction, the new model provides actionable insights for how to predict, diagnose, and manage continuance and discontinuance behavior in practice.