A study of virtual product consumption from the expectancy disconfirmation and symbolic consumption perspectives

Wei-Tsong Wang () and Wen-Hung Chang ()
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Wei-Tsong Wang: National Cheng Kung University
Wen-Hung Chang: National Cheng Kung University

Information Systems Frontiers, 2014, vol. 16, issue 5, No 10, 887-908

Abstract: Abstract Researchers have not specifically considered the determinants of satisfaction and repurchase intention with regard to virtual products. Using the expectancy disconfirmation model and symbolic consumption theory, this study presents and empirically examines a model of customer satisfaction and repurchase intention in this context. Using structural equation modeling to analyze the data collected from 477 consumers of virtual products, this study validates the influence of perceived customization and perceived sociability on customer satisfaction and repurchase intention with regard to virtual products. Additionally, this study statistically confirms the important mediating roles of outcome expectations and perceived quality in the indirect effects of perceived customization and perceived sociability on customer satisfaction. This study also verifies that customer satisfaction is a critical mediator of the indirect influence of the other four constructs in the proposed model on the consumers’ repurchase intention with regard to virtual products.

Keywords: Virtual product; Customer satisfaction; Repurchase intention; Expectancy disconfirmation model; Symbolic consumption; Customization (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (8)

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DOI: 10.1007/s10796-012-9389-2

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