Expectation Confirmation Theory Research Articles

Examining cross-cultural patterns in customer citizenship behavior: A cross-cultural exploration between Turkish and British airline passengers

Customer citizenship behavior (CCB) refers to actions that provide value to companies, such as offering feedback, being patient with disruptions, and assisting other customers. This is especially important in the airline industry, where services are provided collectively in a shared environment. Recognizing that the factors influencing CCB might differ based on national culture is crucial, particularly for the international operations of the airline industry. However, the impact of national culture on shaping CCB in this industry remains unclear. Using three theoretical lenses, namely expectation confirmation theory (ECT), social exchange theory (SET), and cultural dimensions theory (CDT), this study aims to investigate how national culture affects the formation of CCB through the proposed conceptual model. To achieve this, the study gathered responses from 743 passengers—both Turkish (n = 323) and British (n = 420)—using a structured web-based questionnaire. The analysis employed partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA). The results indicated that factors like service quality and value for money have a positive influence on customer satisfaction. Customer satisfaction has a positive impact on behaviors such as giving feedback, advocating for the company, assisting others, and being patient with disruptions. The proposed relationships are also mediated by value for money and customer satisfaction. This study stands as the first effort to investigate how national culture moderates the formation of CCB in the context of the airline industry.

Community Health Workers’ Continuance of Mobile Health Applications: An Extended Expectation Confirmation Model

Mobile health applications (MHAs) have been widely used by community health workers (CHWs) in primary care to facilitate their workflow, but the continuance of these applications by CHWs remains inadequate. This article employs expectation confirmation theory as the overarching theory, complemented by the information system success model and the consumer expectations model, to propose a research model aimed at examining the factors influencing CHWs’ MHA continuance. To validate this research model, a survey was conducted involving 459 CHWs who used MHAs. The analysis results confirm many hypothetical relationships within the research model. First, we propose an extended expectation confirmation model remedying deficiency of the expectation confirmation theory. Second, this study uncovers an inverted U-shaped relationship between CHWs’ expectations and expectation confirmation. Third, we study continuance from a novel perspective – that of CHWs. Fourth, we reveal one boundary condition of our research model by considering the moderating role of health institution type. In addition, practical implications for both policymakers in healthcare systems and MHA providers are delivered.

Community Health Workers’ Continuance of Mobile Health Applications: An Extended Expectation Confirmation Model

Mobile health applications (MHAs) have been widely used by community health workers (CHWs) in primary care to facilitate their workflow, but the continuance of these applications by CHWs remains inadequate. This article employs expectation confirmation theory as the overarching theory, complemented by the information system success model and the consumer expectations model, to propose a research model aimed at examining the factors influencing CHWs’ MHA continuance. To validate this research model, a survey was conducted involving 459 CHWs who used MHAs. The analysis results confirm many hypothetical relationships within the research model. First, we propose an extended expectation confirmation model remedying deficiency of the expectation confirmation theory. Second, this study uncovers an inverted U-shaped relationship between CHWs’ expectations and expectation confirmation. Third, we study continuance from a novel perspective – that of CHWs. Fourth, we reveal one boundary condition of our research model by considering the moderating role of health institution type. In addition, practical implications for both policymakers in healthcare systems and MHA providers are delivered.

Research on the influencing factors of adult learners' intent to use online education platforms based on expectation confirmation theory

This study addresses the understanding gap concerning the factors that influence the continuous learning intention of adult learners on online education platforms. The uniqueness and significance of this study stem from its dual focus on both platform features, such as service quality, and course features, including perceived interactivity and added value, aspects often overlooked in previous research. Rooted in Expectation Confirmation Theory, the study constructs a comprehensive model to shed light on the complex interplay of these factors. Empirical evidence collected from a survey of 1592 adult learners robustly validates the effectiveness of this model. The findings of the study reveal that platform service quality, perceived interactivity, and perceived added value significantly amplify adult learners' expectation confirmation and perceived usefulness. These elements subsequently enhance learner satisfaction, fostering their ongoing intention to use online education platforms. These insights offer practical guidance for online education providers, emphasizing the necessity to enhance platform service quality and course features to meet adult learners' expectations and perceived usefulness. The study provides valuable perspectives for devising strategies to boost user satisfaction and stimulate continuous usage intention among adult learners in the intensely competitive online education market. This study enriches the literature by uncovering the relationships among platform features, course features, expectation confirmation, perceived usefulness, and continuous usage intention. By proposing a comprehensive model, this study provides a novel theoretical basis for understanding how platform and course features impact adult learners' ongoing intention to use online education platforms, thereby aiding the evolution and refinement of relevant theories.

Blockchain technology system on student academic performance in higher education as perceived by students in Portugal

ABSTRACT This study conceptually identified the most influential factors from previous studies, which were extracted and classified into contexts based on the technology acceptance model and expectation confirmation theory framework. The purpose of this study is to examine the impact of blockchain system perceived quality and perceived usability on student academic performance (SAP) through the mediating role of student satisfaction and the moderating role of continuance intention. The convenience sampling technique was used to collect data from 583 students studying in different private and public universities in Portugal. Hypotheses were tested using partial least squares-structural equation modeling (PLS-SEM) with SmartPLS software version 4. The findings revealed that the direct effect of blockchain system perceived quality on SAP is positive and significant, while perceived usability is not significant. Moreover, student satisfaction positively and significantly mediates the relationship between perceived quality and SAP, as well as between perceived usability and SAP. Lastly, continuance intention as a moderator has a positive and significant influence on student satisfaction and SAP. The relationship between blockchain system perceived quality, perceived usability on SAP represents a novel contribution through the mediation of student satisfaction and the moderation of continuance intention between student satisfaction and SAP.

The Impact of Service Recovery Actions and Perceived Justice on Customer Satisfaction: Insights from Thailand's Private Hospitals

The research explores service recovery strategies' impact on customer satisfaction, word-of-mouth (WOM), and revisit intention in private hospitals in Thailand, drawing upon the expectation confirmation theory and social exchange theory. Using a quantitative approach, data was collected via an online questionnaire from service users of private hospitals in Thailand, with 600 usable responses analyzed using Structural Equation Modeling (SEM) and multi-group analysis with SEM. The findings reveal that service recovery actions (SRA) and perceived justice (PJ) significantly influence customer satisfaction with service recovery, WOM, and revisit intentions. Focusing on tangible actions and perceived justice can enhance customer retention in private hospitals. Private hospitals should emphasize tangible actions and perceived justice to enhance customer satisfaction and retention. Additionally, tailoring service recovery efforts based on customers' varying experience levels within the healthcare sector is crucial. The research contributes valuable insights to the healthcare industry's understanding of service recovery strategies, offering guidance for marketing strategy planning and enhancing customer satisfaction and retention in private hospitals in Thailand.

Sustaining Success in B2B Partnerships: Exploring Intention to Continue the Relationship

This study aimed to analyze the influence of service quality, relationship marketing, perceived value, and satisfaction on intention to continue relationships in the business-to-business context of lubricant companies in Indonesia. We utilized the theoretical perspectives of the Social Exchange Theory and Expectation–Confirmation Theory. The research sample comprised 135 distributors of lubricant companies in Indonesia selected through saturated sampling. Data collection employed a survey method, and data were analyzed using PLS-SEM. The results indicate that service quality and relational marketing significantly affect perceived value while perceived value significantly influences satisfaction. However, the direct influence of perceived value on the intention to continue relationships was not significant. Conversely, satisfaction was found to have a significant positive influence on the intention to continue relationships. These findings underscore the importance of integrating sustainability principles into service quality, relationship marketing, and satisfaction strategies to foster long-term business relationships in the B2B context within the lubricant industry in Indonesia.

Investigating User Experience of VR Art Exhibitions: The Impact of Immersion, Satisfaction, and Expectation Confirmation

As an innovative form in the digital age, VR art exhibitions have attracted increasing attention. This study aims to explore the key factors that influence visitors’ continuance intention to VR art exhibitions using the expectation confirmation model and experience economy theory and to explore ways to enhance visitor immersion in virtual environments. We conducted a quantitative study of 235 art professionals and enthusiasts, conducted using the partial least squares structural equation modeling (PLS-SEM), to examine the complex relationship between confirmation (CON), Perceived Usefulness (PU), Aesthetic Experiences (AE), Escapist Experiences (EE), Satisfaction (SAT), and Continuance Intention (CI). The results show that confirmation plays a key role in shaping PU, AE, and EE, which in turn positively affect visitors’ SAT. Among these factors, AE positively impacts PU, but EE have no impact. A comprehensive theoretical model was then constructed based on the findings. This research provides empirical support for designing and improving VR art exhibitions. It also sheds light on the application of expectation confirmation theory and experience economy theory in the art field to improve user experience and provides theoretical guidance for the sustainable development of virtual digital art environment.

Study of Residents’ Ongoing Behavioural Intentions for Regular Bus Travel

With the emergence of novel transportation trends, regular buses have experienced a significant decline in passenger numbers. Consequently, it becomes imperative to conduct studies on passengers’ intentions. This particular investigation employed a meticulously designed survey questionnaire to gather data, and developed a new model that integrates the theory of planned behaviour, technology acceptance model and expectation confirmation theory. The primary aim was to explore the key factors that influence residents’ ongoing behavioural intentions towards regular public bus travel. Furthermore, a gender-based multi-group analysis was conducted to investigate the impact mechanism of gender differences on ongoing behavioural intentions. The new model demonstrates various degrees of positive or negative influences among the variables, thereby confirming its universal applicability. Moreover, the multi-group analysis reveals that compared to gender, travel satisfaction has a stronger impact on women’s intentions, while travel attitude has a stronger impact on men’s intentions to travel by certain mean of transport. Simultaneously, perceived behavioural control does not significantly affect persistent intention for women but has a significant positive impact on persistent intention for men. Furthermore, perceived ease of use does not significantly impact perceived usefulness for women but has a significant positive effect on perceived usefulness for men. These research findings bear great significance in promoting environmentally-friendly travel practices.

An Empirical Study on the Educational Application of ChatGPT

At present, the digital transformation of education has become a national strategy, and ChatGPT is of great significance to the in-depth promotion of the digital transformation of education.Chatgpt has become a hot spot at home and abroad. The application of ChatGPT in daily education and study need to be deepened, but there is still a lack of attention to the current situation and effect of ChatGPT at home and abroad. Based on expectation confirmation theory, information system success theory and TAM model, this study constructs a model of the influencing factors of ChatGPT learners' use satisfaction. The results of structural equation analysis show that perceived usefulness, expectation confirmation and information quality have significant positive direct effects on learners' satisfaction; perceived ease of use, system quality and social influence have significant positive direct effects on learners' perceived usefulness; system quality and information quality have significant positive direct effects on learners' expectation confirmation; perceived usefulness has significant positive direct effects on behavior intention; system quality has significant positive direct effects on perceived ease of use. The results of qualitative comparative analysis of fuzzy sets show that there are six schemes to promote learners' satisfaction. The overall coverage of the six configurations is 0.974215, and the consistency is 0.71898. On the basis of the above research, some countermeasures and suggestions are put forward finally.

Moderating Effect of Social Media in Shaping Ecotourism Loyalty: A Two-Stage-Cross-Sectional Study

This study aims to evaluate the moderating role of social media influence before and after the trip in Vietnam and Czech Republic. Primary data, gathered during time lag data surveys conducted among international tourists travelling to the Czech Republic and Vietnam, was analyzed with the Structural Equation Modelling (SEM) in R. The findings revealed that social media influence with higher level positively strengthened the connection between tourist motivation and the post trip destination image. Furthermore, social media had a significant moderating effect on the relationship between tourist satisfaction and ecotourism loyalty. However, there are strong differences between the destinations of developed and emerging economies. For Czech Republic, as developed economy, social media influence plays a more important role as a value-expressive mechanism at the post-trip stage whereas for the developing economy of Vietnam, social media plays a more important role as an information source before the trip. This study extends the Expectation Confirmation Theory (ECT) by introducing the moderating effect of social media influence, which first time measures this moderating effect before and after the trip accounting for the dynamic nature of the destination image as an antecedent of ecotourism loyalty. Limitations, theoretical implications, and recommendations for practice and further research are addressed. JEL Classification: L83, Z30, Z39

RESEARCH ON USERS' SUSTAINABLE USE BEHAVIOR IN ONLINE HEALTH COMMUNITY UNDER THE VISION OF SERVICE QUALITY PERCEPTION

This study is based on the theory of social cognition and expectation confirmation theory, on the basis of current online health community research, using a field survey, model and empirical analysis, theory, and system analysis, from the perspective of service quality perception, to explorethe continuous use of users in the online health community. Put forward research hypotheses between variables from the categories of service quality perception, community identity, and continuous use behavior, and construct a model framework between related variables. Through the network questionnaire and other forms of research, to verify the basis of the hypothesis and theoretical model, Through empirical research, it is concluded that service quality perception has a significant influence on users' continuous use behavior; service quality perception significantly affects users' community identity; community identification positively affects users' health knowledge acquisition behavior and health knowledge contribution behavior; community identity mediates the influence of service quality perception and continuous use of users; and the perception of service quality and continuous use influence of users is not valid. In the end of the paper, based on the verification results of the hypothesis, this paper explores the continuous participation promotion strategies of online health community users from the practice level, as well as future research suggestions, to provide theoretical support and practical guidance for the healthy development of the online health community.

To be honest or positive? The effect of Airbnb host description on consumer behavior

On accommodation-sharing platform, host self-description influence consumer behavior as an important information. Based on the Perceived Value Theory and the Expectation Confirmation Theory, we developed an analytical framework to investigate the relationship between host description strategies and consumer behavior of room booking and satisfaction. We measured host description strategies (honest description and positive description) using machine learning and rule-based text analysis methods. Then we verified the different effects of two host description strategies on each of consumer behaviors based on a panel dataset from Airbnb. Positive description and honest description have a positive impact on room booking and consumer satisfaction respectively. Room price moderates the relationship between host descriptions and consumer behaviors. A highly positive description strategy can promote bookings for high-priced listings but decrease satisfaction. The honest description strategy has a positive effect on the bookings of low-priced listings. This study contributes to tourism literature and property hosts in practice.

The Impact of Perceived Quality and Brand Loyalty on Venture’s Equity: The Mediating Role of Customer Trust

The primary focus of this study is to provide new insights into the correlation between brand loyalty, perceived quality, and entrepreneurial venture’s value, while taking into account the role of customer trust as a mediator. It is found that perceived quality plays a vital role in augmenting venture’s value, with customer trust acting as an intermediary between venture’s value and the aforementioned factors. Noteworthy theories such as the Trust-Commitment theory, Expectation-Confirmation theory, and the Edelman Trust report emphasize the significance of customer trust in building venture’s value. As brands continue to wield greater influence in consumer decision-making processes, venture’s value assets become a metric for measuring consumer trust. The research methodology employed is based on survey-based random polling method. The statistical validity of these assumptions is established through econometric tools, specifically analysis of variance, structural equation modeling (SEM), and fitness testing. However, it is important to note that the limited sample size is a crucial constraint in this study, and it is recommended to expand the comprehensive representation of venture’s value to encompass a wider range of geographical areas in order to enhance its external validity.

What keeps historical theme park visitors coming? Research based on expectation confirmation theory.

Culture is one of the most important factors in attracting tourists and influencing the tourist experience. In China, "theme park" is a new field of tourism research, an excellent theme park can not only drive the development of a city's tourism industry, but also help it better publicize its history and culture. The article takes Kaifeng, China as the background, and selects the Song Dynasty historical and cultural theme park, which was established based on the traditional ink painting Qingming Riverside Drawing, as an example, to study the factors affecting tourists' travel experience in historical and cultural theme parks, and based on which it explores the reasons for the formation of tourists' satisfaction and post-trip behavioral intentions, to provide references and suggestions for the development of cultural theme parks from the point of view of travel experience. Based on the expectation confirmation theory, this essay introduces five constructs, namely, expectation (tourism motivation), performance (service quality), confirmation (tourism experience), satisfaction, and post-trip behavior intention, to construct a model of the factors influencing tourists' satisfaction by tourism experience in historical theme parks and analyze the intrinsic correlation among the factors within the model. It is found that tourists' tourism experience is mainly affected by tourism motivation and service quality, satisfaction and post-trip behavior intention are jointly determined by the above three. According to the research results, this study believes that tourism motivation, service quality, and tourism experience should be the focus of attention of the current tourist destinations, therefore, focusing on tourists' motivation to optimize the quality of service, helping tourists to enhance the sense of tourism experience, and improving based on the above focuses is of great significance to promote the development of historical and cultural theme parks.

The Impact of Aesthetic Expectations and Aesthetic Experiential Qualities on Tourist Satisfaction: A Case Study of the Zhangjiajie National Forest Park

Aesthetic expectations often constitute the primary focus in marketing nature-based tourist destinations. However, academic research has insufficiently explored the disparity between tourists’ aesthetic expectations and the actual aesthetic quality maintenance in shaping satisfaction. Employing the Expectation Confirmation Theory, this study utilized structural equation modeling techniques to analyze survey data (n = 446). It proposed and tested an Aesthetic Expectation Confirmation Model to examine the relationship between aesthetic expectations, experiential qualities, and tourist satisfaction in the Zhangjiajie National Forest Park. The empirical findings show that aesthetic expectations have a direct, negative impact on satisfaction, while aesthetic expectation confirmation has a positive direct impact on satisfaction. Moreover, aesthetic expectation confirmation also plays a mediating role in the influence of aesthetic expectations and experiential quality on satisfaction. Specifically, aesthetic expectations indirectly impact satisfaction negatively through aesthetic expectation confirmation, whereas aesthetic experiential qualities have a positive, indirect impact on satisfaction through the same process. These findings offer theoretical contributions to the literature on forest recreation aesthetics and hold practical significance for the planning and management of destination aesthetics.

New policies, new behaviors: How digital taxation shapes mobile money use in Ghana

AbstractThe transition from traditional to digital payment platforms is reshaping domestic revenue mobilization, with significant impacts on sectors like agriculture, health, business, education and economy. This transition, while presenting both challenges and opportunities, has the potential to foster economic growth and boost revenue mobilization. This paper investigates how digital taxation or electronic levy (e‐levy) has shaped mobile money (MoMo) adoption in Ghana since the introduction of e‐levy on digital financial transactions. The underlying theories supporting this study include the Technology Acceptance Model (TAM), Social Norm Theory (SNT), and Expectancy‐Confirmation Theory (ECT). A cross‐sectional design was employed, and data was collected from 206 participants (mobile network subscribers) through a self‐administered online survey conducted and applied a partial least square structural equation modeling technique. The findings indicate that inherent innovativeness, the structure of the tax, and social tax compliance norms significantly influence citizens' compliance attitudes towards e‐levy in the context of a developing country. Conversely, the study found that potential taxpayers' attitudes towards e‐levy do not determine their intention to pay (actual use) e‐levy. In this respect, recommendations to drive the digital taxation agenda among government revenue agencies in developing countries are (i) continuous inherent innovativeness on the part of the government, (ii) ensuring compliance attitudes towards e‐levy, (iii) proper structuring of the tax components and (iv) ensuring ease of use of the system. These findings provide governments and revenue agencies, particularly those in developing countries, with valuable insights into citizens' behavioral change towards digital taxation on MoMo transactions. An effective convergence of the determinants discussed in this research would expedite government mobilization efforts for electronic levies and promote development.

Understanding the self-perceived customer experience and repurchase intention in live streaming shopping: evidence from China

AbstractAs an increasingly mature way of shopping in China, live streaming shopping still faces the problems of high return rates and low repurchase rates. Based on the expectation confirmation theory, this study uses structural equation modeling (SEM) to explore the repurchase intention of live streaming shopping(LSS)users. The results show that perceived interactivity, perceived quality and perceived value have a direct and significant effect on confirmation and customer satisfaction. Perceived discounts do not directly improve user satisfaction; they must pass through a complete intermediary variable of confirmation. In addition, we also verified that the degree of confirmation affects satisfaction, and satisfaction has an impact on repurchase intention. Finally, our model tested gender factors as a control variable and found that gender differences significantly impact consumers’ repurchase intentions. Considering these findings, we provide practical suggestions for retaining users and hopefully promoting the long-term development of live streaming shopping.

Factors affecting Thai EFL students’ behavioral intentions toward mobile-assisted language learning

IntroductionRecently, researchers have begun to pay more attention to topics related to the adoption of mobile devices for supporting second or foreign language learning. Mobile-assisted language learning (MALL) is now prevalent among language learners and educators because of its convenient and enjoyable features. This study combined and extended the Technology Acceptance Model (TAM) and Expectation Confirmation Theory (ECT) to investigate the factors influencing English as a Foreign Language (EFL) students’ behavioral intentions to use MALL at two universities in Bangkok, Thailand.MethodsQuantitative methods were utilized in this study and the researchers obtained a total of 507 valid responses by using three-step sampling. After using confirmatory factor analysis (CFA) to determine that the study had enough construct validity, structural equation modeling (SEM) was applied to test the research’s hypotheses.ResultsThe findings revealed that all 15 hypotheses were supported, except that social influence cannot significantly influence behavioral intention.Discussion and implicationBy acquiring a deeper understanding of the factors that impact the behavioral intentions of language learners to utilize MALL, developers and providers can improve their capacity to design more enjoyable and effective applications that align with customer expectations and enhance financial gains. By understanding students’ behavioral intentions towards MALL, educators can efficiently raise awareness of its benefits and provide effective training, enabling students to utilize available resources and enhance their language learning experience.

Obsessed with surprise? The effects of probabilistic selling on online consumers’ repurchase intention

ABSTRACT As a fledgling marketing strategy that allows consumers to shop and enjoy a random experience at the same time, probabilistic selling has attracted much attention. It can tap into consumers’ buying potential and swiftly increase product sales, which is favorable for merchants, particularly in e-commerce. However, little empirical research has looked at consumers’ repurchase intentions of probabilistic goods in the context of e-commerce, as well as the underlying mechanism of this marketing strategy. This paper builds on expectation confirmation theory (ECT) to examine the impact of probabilistic goods characteristics (aesthetics and scarcity) and probabilistic selling characteristics (randomness and autonomy) on consumers’ repurchase intention. The model was empirically tested through a survey of 182 online consumers. Interestingly, the results reveal that product characteristics plays a more significant role than selling characteristics, and it can positively enhance consumers’ two types of repurchase intention (old series repurchase intention and new series repurchase intention) through the mediation mechanism of perceived value and confirmation. This paper empirically examined the consumer’s repurchase intention for online probabilistic goods and has practical implications for online retailers.