Online services are characterized by a separation between service initiation, execution and consumption. This separation presents a problem for retaining users because users with high intention to continue online service use are not necessarily committed to the provider of that service. We use a cognitive social capital explanation to unify two literature streams of use continuance and service commitment. We apply our research model to 245 cloud storage users. We find a significant relationship between mutual understanding, use continuance and relationship commitment. Implications for online service providers are offered.
Goode, Sigi, "Keeping the User in the Cloud: A Cognitive Social Capital Antecedent to Use Continuance and Service Commitment" (2018). PACIS 2018 Proceedings. 35.