earticle

영어

Affective factors have been regarded as essential factors for increasing relational strength and satisfaction. If a sort of relationships between consumers and web-based services has been built up due to repetitive usage, then we could assume that affective, as well as cognitive, factor may contribute to explain the consumers’ continuous use. Psychology research has shown that women, more than men, were influenced by affective factors. However, gender – affection – continuance use linkage has not been examined in the context of IT-based service such as web-based service. Hence, the purpose of this paper is to propose an extended ECM which contains affective factor. We also explore gender differences by considering differential impact of cognitive and affective factors on continuance intention. A survey of 235 female and 185 male people taken from various occupations in Korea shows that continuous usage behavior was more driven by affective factor than cognitive factor. Additionally, we found that women were more strongly influenced by affective factor such as intimacy, and that men’s continuous usage decisions were more significantly influenced by cognitive factor such as their perception of usefulness.