The Effect of Social Embeddedness to the Information Systems Continuance: Context of E-government System Implementing in Rural Area

Prior IS research has extensively studied individual adoption and use of IS, mainly using beliefs as predictors of behavioral intention to use a system. This paper assesses the determinants of users´ continuance of IS of e-government that integrates prior individual-level research with social embeddedness in the social network. Expectation-confirmation model, together with prior IS continuance research are synthesized and extended that literature to the development of a model of IS continuance. In order to examine the effectiveness of social embeddedness, determinants of individual users´ intention to continue using IS, the social embeddedness are divided in two different contexts, such as; e-sociableness and i-social embeddedness as a predictor of system continuance. Finally, this paper argues that an individual´s embeddedness in the social network of the rural area implementing IS can enhance understanding of technology use for its sustainable development. Pilot study results confirmed our measurement model with little issues by which refinement is done to the research instruments prior to the final data collection. The findings of this study provide important implications to government policy maker, individual villagers´, web developers, support staff and researchers in the IS research.