It's the thrill of either hitting a goldmine or having ten stinky feet trample all over you (personally both are equally as rewarding ehem-) no but I think some stories are just so good you'd settle for on going
tbh i just don't have the patience to wait...also most of the time i can already guess the ending so author just adds whatever drama he/she wants
isn't obvious? it's for the suspense, duh. it's like going on an adventure without knowing what will happen next. either the author/mangaka updates daily, weekly, or monthly, or they'll take the japanese route, where updates come yearly, sometimes even a decade later. or the author announces a hiatus that keeps getting extended until they eventually drop the story altogether. then there's the novel route, where the author suddenly dies, and you'll never know how the story was supposed to end.
all this tension building up, but there's always that little bit of hope that they'll update asap, lol.
Why do y'all like reading on going story? Like what if the author suddenly switch up on y'all