Measurement of Disconfirmation in Online Purchasing Behavior

Purpose: Service quality measurement in e-shopping service is an area of growing interest to researchers and managers. The purpose of this study is to explore the disconfirmation in online purchase behavior based on the expectancy disconfirmation theory (EDT). Design/methodology/approach: A two-phase study is designed to collect data and 657 usable samples were obtained. The participants are asked to fill out a questionnaire before and after purchasing in web store. A structural equation modeling (SEM) is used to assess the research model. Findings: This study presents the evidence of the scale’s factor structure, reliability, content validity and discriminant validity based on the results of analysis. The results also reveal that Disconfirmation, expectation and perceived usefulness has been influenced by second-order factors. Research limitation/Implication: This study aims on widely e-shopping customers without controlling the kinds of goods or services for participants purchased. The framework can be adopted to investigate the impact of different type and price for goods or services in the future study. Originality/value: The framework is built through SEM method, and several critical factors included are proposed to measure the disconfirmation in online purchasing behavior.