Our analysis result shows that self-image congruity plays a key role in forming the two post-adoption beliefs. The model was empirically tested within the context of a social network service. For this extension, we synthesized the extant literature on continued IS use, self-image congruity, and regret. To fill this knowledge gap, this paper attempts to develop a research model that extends the ECM perspective in view of the additional contributions of regret and self-image congruity on two post-adoption beliefs (perceived usefulness and perceived enjoyment) and continuance intention. Yet, few studies have explored the saliency of two additional reference effects, captured through self-image congruity and regret, in online service continuance. The effect of this referent, captured through confirmation, has been strongly demonstrated. Previous studies based on ECM have focused on a referent (i.e., comparison standard) that is centered on the target IS (i.e., target online service). The expectation–confirmation model (ECM) of continued information systems (IS) use has proven to be successful across online service contexts.
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