Future Research Directions for Expectation Confirmation Theory in Cross-Cultural and Emerging Digital Environments
DOI:
https://doi.org/10.70112/arss-2025.14.1.4288Keywords:
Expectation Confirmation Theory (ECT), Digital contexts, Consumer behavior, Systematic literature review, Theoretical integrationAbstract
This systematic review examines the application of Expectation Confirmation Theory (ECT) across various digital contexts, analyzes its integration with other theories, and identifies key factors influencing consumer behavior in digital environments. The study employed a systematic literature review process using Web of Science and other sources to search for relevant publications up to 2024. The review focuses on journal articles in computer science that have applied ECT in digital contexts. A rigorous screening process was conducted, resulting in the selection of 50 studies for final analysis. The review reveals the wide-ranging applications of ECT across e-commerce, social media, healthcare technology, and education. It highlights the successful integration of ECT with other theoretical frameworks, thereby enhancing its explanatory power in digital environments. Key factors influencing consumer behavior in digital contexts were identified, including perceived usefulness, satisfaction, trust, and expectation-confirmation. This study provides a comprehensive understanding of ECT’s application in diverse digital settings and its integration with other theories. It offers valuable insights for researchers and practitioners, guiding strategies to improve user satisfaction and retention in a rapidly evolving digital landscape. Additionally, the review identifies future research directions, including cross-cultural studies, longitudinal investigations, and further integration with emerging theories on digital consumer behavior.
References
[1] Albahar, M. (2023). Exploring hajj pilgrim satisfaction with hospitality services through expectation-confirmation theory and deep learning. Heliyon, 9(11), e22192. https://doi.org/10.1016/j.heliyon.2023.e22192
[2] Alruwaie, M. (2014). The role of social influence and prior experience on citizens’ intention to continue to use e-government systems. International Journal of Electronic Government Research, 10(4), 1-18. https://doi.org/10.4018/ijegr.2014100101
[3] Ayatollahi, H., Langarizadeh, M., & Chenani, H. (2016). Confirmation of expectations and satisfaction with hospital information systems: A nursing perspective. Healthcare Informatics Research, 22(4), 326-332. https://doi.org/10.4258/hir.2016.22.4.326
[4] Beura, D., Naveen, L., Prusty, S., Nanda, A., & Rout, C. (2023). Digital payment continuance intention using MECM: The role of perceived experience. International Journal of Professional Business Review, 8(6), e02145. https://doi.org/10.26668/businessreview/2023.v8i6. 2145
[5] Bhatnagar, P., Rajesh, A., & Misra, R. (2024). Continuous intention usage of artificial intelligence-enabled digital banks: A review of expectation confirmation model. Journal of Enterprise Information Management, 37(6), 1763-1787. https://doi.org/10.1108/JEIM-11-2023-0617
[6] Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
[7] Cheng, L. (2024). Investigating user experience of VR art exhibitions: The impact of immersion, satisfaction, and expectation confirmation. Informatics, 11(2), Article 30. https://doi.org/10.3390/informatics1102 0030
[8] Dong, J., & Zhang, Y. (2017). Understanding usage of Internet of Things (IoT) systems in China. Information Technology & People, 30(4), 1008-1026. https://doi.org/10.1108/itp-11-2015-0272
[9] Fang, L., Wang, J., & Zhang, X. (2024). Educational application of ChatGPT: Analyzing factors influencing learner satisfaction. Computers & Education, 185, 104796. https://doi.org/10.3389/feduc. 2024.1354929
[10] Guo, X. (2022). Trust, perceived usefulness, attitude, and continuance intention to use e-government service: An empirical study in Taiwan. IEICE Transactions on Information and Systems, E102-D(1), 1-10. https://doi.org/10.1587/transinf.2019edp7055
[11] Gupta, A., & Singh, S. (2020). Social comparison and continuance intention of smart fitness wearables: An extended expectation confirmation theory perspective. Behaviour and Information Technology, 39(3), 295-307. https://doi.org/10.1080/0144929x.2020. 1748715
[12] Huang, G., Li, D., Yu, L., Yang, D., & Wang, Y. (2022). Factors affecting sustainability of smart city services in China: From the perspective of citizens’ sense of gain. Habitat International, 128, 102645. https://doi.org/10.1016/j.habitatint.2022.102645
[13] Hussain, S., & Ahmed, R. (2020). Smartphone buying behaviors in a framework of brand experience and brand equity. Transformations in Business and Economics, 19, 220-242.
[14] Jia, X. (2024). Investigation of continuance stream-watching intention: An empirical study. Information Technology and Management. https://doi.org/10.1007/s10799-024-00427-0
[15] Joo, S., & Choi, N. (2016). Understanding users’ continuance intention to use online library resources based on an extended expectation-confirmation model. The Electronic Library, 34(4), 554-571. https://doi.org/10.1108/el-02-2015-0033
[16] Kang, M. (2018). Active users’ knowledge-sharing continuance on social Q&A sites: Motivators and hygiene factors. Aslib Journal of Information Management, 70(3), 267-284. https://doi.org/10.1108/ ajim-09-2017-0207
[17] Kim, D. J. (2010). An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation. Information Systems and e-Business Management, 8(2), 239-258. https://doi.org/10.1007/s10257-010-0136-2
[18] Kumar, A., & Gupta, S. (2018). Explaining customers’ continuance intention to use mobile banking apps with an integrative perspective of ECT and Self-Determination Theory. Pacific Asia Journal of the Association for Information Systems, 10(1), 1-20. https://doi.org/ 10.17705/1pais.10204
[19] Lan, Y. (2017). Intentions to continue using a digital mammography vehicle based on the technology acceptance model and expectation confirmation theory. Asian Women, 33(3), 23-40. https://doi.org/10. 14431/aw.2017.09.33.3.23
[20] Leonard, D., & Needham, C. (2020). Strategies hospital managers use to improve customer services. Open Journal of Business and Management, 8(2), 820-854. https://doi.org/10.4236/ojbm.2020.82051
[21] Li, Y. (2021). Identity construction in social media: A study on blogging continuance. Behaviour and Information Technology, 41(8), 1671-1688. https://doi.org/10.1080/0144929x.2021.1895319
[22] Li, Y., & Li, Y. (2018). Users’ intention to continue using social fitness-tracking apps: Expectation confirmation theory and social comparison theory perspective. Informatics for Health and Social Care, 43(3), 245-254. https://doi.org/10.1080/17538157.2018. 1434179
[23] Lim, T., Lim, B., Leong, C., Ing, G., & Foong, W. (2023). Consumer adoption of on-demand digital platforms: An integrated model. Global Business and Organizational Excellence, 42(6), 75-88. https://doi.org/10.1002/joe.22210
[24] Lin, S., & Fan, Y. (2011). Leveraging organizational knowledge through electronic knowledge repositories in public accounting firms: An empirical investigation. Behavioral Research in Accounting, 23(1), 1-20. https://doi.org/10.2308/bria-10062
[25] Liu, J., Lu, S., & Lu, C. (2022). What motivates people to receive continuous COVID-19 vaccine booster shots? An expectation confirmation theory perspective. Healthcare, 10(12), 2535. https://doi.org/10.3390/healthcare10122535
[26] Ma, Y., Chen, H., & Yang, T. (2023). Consumer motivations and satisfaction in social media: An empirical study of Weibo consumers. Journal of Internet Commerce, 22(1), 121-143. https://doi.org/10.1108/INTR-10-2021-0773
[27] Malik, G., & Singh, D. (2022). Personality matters: Does an individual’s personality affect adoption and continued use of green banking channels? The International Journal of Bank Marketing, 40(4), 746-772. https://doi.org/10.1108/ijbm-04-2021-0133
[28] Mohamed, A. R., & Ali, A. (2014). Insights into individuals’ online shopping continuance intention. Industrial Management & Data Systems, 114(9), 1400-1416. https://doi.org/10.1108/imds-07-2014-0201
[29] Mohamedunni Alias Musthafa, M. N., & Sajila, K. M. (2018). Gauging affective environmental sustainability attributes for calibrating green consumer behaviour among students: A consumer-focused approach to sustainability in higher education. Asian Review of Social Sciences, 7(1), 104-110. https://doi.org/10.51983/arss-2018.7.1.1377
[30] Ngochi, M., & Kihara, A. (2019). Digital marketing strategies and the growth of SMEs in Nairobi County Kenya: A study of LPG distribution. International Journal of Management Technology and Social Sciences, 4(2), 34-58.
[31] Pang, Y., & Zhang, Y. (2020). Knowledge sharing platforms: An empirical study of the factors affecting continued use intention. Sustainability, 12(6), 2341. https://doi.org/10.3390/su12062341
[32] Parameswari, P., & Saravanan, M. (2019). A study on online shopping and consumer behaviour among college students in Coimbatore district, Tamil Nadu. Asian Review of Social Sciences, 8(S1), 75-79. https://doi.org/10.51983/arss-2019.8.S1.1489
[33] Raghavendra, & Aparna, K. (2024). Factors influencing unified payments interface adoption among hawkers in Mangaluru: An extended technology acceptance model approach. Asian Journal of Managerial Science, 13(2), 45-51. https://doi.org/10.70112/ajms-2024.13.2.4250
[34] Raghavendra, & MG, E. (2024). Integrating advanced technologies in retail: A conceptual framework for enhancing consumer experience and trust. International Journal of Engineering Technologies and Management Research, 11(10), 26-36. https://doi.org/10.29121/ijetmr. v11.i10.2024.1506
[35] Rahi, S., Othman, M. M., Alharafsheh, M., & Alghizzawi, M. (2021). The post-adoption behavior of internet banking users through the eyes of self-determination theory and expectation confirmation model. Journal of Enterprise Information Management, 34(6), 1874-1892. https://doi.org/10.1108/jeim-04-2020-0156
[36] Santhoshkumar, K., & Sekar, C. (2012). An economic inquiry into the consumer’s usage of coconut oil in Tamil Nadu. Asian Review of Social Sciences, 1(1), 47-53. https://doi.org/10.51983/arss-2012.1.1.1178
[37] Shiau, W. L., & Luo, M. M. (2013). Continuance intention of blog users: The impact of perceived enjoyment, habit, user involvement, and blogging time. Behaviour and Information Technology, 32(3), 289-302. https://doi.org/10.1080/0144929x.2012.671851
[38] Shigetani, Y. (2021). Theoretical background of LCC operation. Euro-Asia Tourism Studies Journal, 2, 1-22. https://doi.org/10.58345/ egec8191
[39] Shin, D. (2010). Understanding e-book users: Uses and gratification expectancy model. New Media & Society, 13(2), 260-278. https://doi.org/10.1177/1461444810372163
[40] Sukma, N., & Leelasantitham, A. (2022). The influence and continuance intention of the e-government system: A case study of community water supply business. Frontiers in Environmental Science, 10, 918981. https://doi.org/10.3389/fenvs.2022.918981
[41] Tsui, E. (2019). Trust, perceived usefulness, attitude, and continuance intention to use e-government service: An empirical study in Taiwan. IEICE Transactions on Information and Systems, E102-D(1), 1-10. https://doi.org/10.1587/transinf.2019edp7055
[42] Varghese, N., & Paul, K. P. (2019). Responses to consumer sales promotions: Consumer self-regulation as a moderator. Asian Review of Social Sciences, 8(S1), 42-45. https://doi.org/10.51983/arss-2019.8. S1.1496
[43] Ye, J., Lee, Y., Wang, C., Nong, W., & Sun, Y. (2023). The continuous use intention for the online learning of Chinese vocational students in the post-epidemic era: The extended technology acceptance model and expectation confirmation theory. Sustainability, 15(3), 1819. https://doi.org/10.3390/su15031819
[44] Zhu, Y., & Zhang, Y. (2023). Factors affecting continuance intention in non-face-to-face telemedicine services: Trust typology and privacy concern perspectives. Healthcare, 11(3), 374. https://doi.org/10.3390/ healthcare11030374
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Centre for Research and Innovation
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
