User Satisfaction, Dissatisfaction, and Ambivalence: A Bivariate Evaluative Space Perspective

Abstract

User satisfaction is a critical determinant of information systems success. Prior research has long conceptualized it as a bipolar continuum with a “neutral” midpoint and “extremely dissatisfied” and “extremely satisfied” as endpoints. Therefore, the bipolar view imposes the constraint that an increase in satisfaction implies an equal and opposite decrease in dissatisfaction. Consequently, a key limitation of the bipolar conceptualization is its inability to account for simultaneous processing of positivity and negativity, i.e., ambivalence. A bivariate perspective relaxes this constraint, permitting the representation of mixed feelings, which allows potential additional insights. It represents satisfaction and dissatisfaction as distinct unipolar constructs each ranging from “neutral” to “extremely satisfied” or “extremely dissatisfied”, respectively. Users commonly experience mixed feelings, and the bipolar approach discards potentially useful information about the true affective state and distinct antecedents and consequences of satisfaction and dissatisfaction. Results of our survey (n=214) support the unipolar conceptualization. Unipolar satisfaction and dissatisfaction are moderately correlated -0.48, well below the -1.00 implied by the bipolar view. Unipolar satisfaction and dissatisfaction have unique and distinct effects on behavioral intention. Bipolar satisfaction explains no additional variance beyond the unipolar constructs. Together, these findings suggest that the unipolar conceptualizations can better represent user satisfaction and dissatisfaction. This study highlights the significance of ambivalence, advances the understanding of user satisfaction and dissatisfaction as distinct unipolar constructs, and provides a basis for new research into the potentially differential relationships to key antecedents and consequences in nomological networks relating actionable design and implementation actions to user behavioral outcomes.

Keywords: Satisfaction, dissatisfaction, ambivalence