Why ex-users come back: revealing characteristics and patterns of information system use resumption

Abstract

Individuals often cycle between using, discontinuing, and resuming information systems (IS). Despite recognizing the growing importance of reacquiring ex-users in IS research and practice, factors driving IS use resumption remain underexplored. Addressing this gap, we conducted 29 interviews analyzing 96 resumption cases. Our findings reveal seven recurring characteristics across five resumption patterns, providing a thorough understanding of the nuanced dynamics influenced by diverse contexts, users, and IS. These findings provide a better understanding of IS use resumption and practical insights for organizations seeking to enhance customer numbers, sales, and revenues by tapping into the potential of winning back ex-users.