Online Market Exultation in Crises: The Moderation of Expectancy-Disconfirmation Model
Sulemana Iddrisu （ Tamale College of Education, PMB 1 Education Ridge, Tamale, Ghana ）
Sayibu Muhideen （ Tamale Technical University, Department of Entrepreneurship and Enterprise Development, Tamale, Ghana ）
Ahmed Abdul-Rahim （ University of Science and Technology of China, Business Management and Administration, Anhui Province, China ）
https://doi.org/10.37155/2972-4813-gep0304-7Abstract
This study examined the expectancy-disconfirmation model (EDM) moderation of consumer satisfaction for repurchase intention (RI) in developing countries under COVID-19 environmental conditions. With an online survey of 557 recruited participants, the study used a quantitative method to collect data for analysis. An independent statistical analysis was performed using Smart-PLS with a random sampling technique. The results show that expectancy behavior (EB) was associated with repurchase intention (RI), but customer satisfaction was insignificant to repurchase intention. Consumer risk is negatively affected while perceived uncertainty (PU) negatively affects consumer satisfaction disconforming repurchase intention. Partial mediation increased the association of EB and PU. Significantly, EDM dampens a negative relationship between CS and RI. The results confirm that internet managers and customers need to ensure customer satisfaction and happiness to eservice in a competitive market. The study contribution to EDM is noticed in the moderate inverse relationship by improved model. Also, contributes to developed eservice rebranding during crises that government agencies and regulations can placed repurchase intentions for retailers and wholesalers with define service quality in a digital avenue.
Keywords
Expectancy-disconfirmation Model (EDM); Expectancy behavior; Customer satisfaction; Customer risk; Perceived uncertaintyFull Text
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[32].Ibrahim, B. (2022). "Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination." Journal of Promotion Management 28(1): 60-90.
[33].Jain, S. (2021). "Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention." Journal of Fashion Marketing and Management: An International Journal.
[34].Klaus, P. and S. Maklan (2011). "Customer experience: Are we measuring the right things?" International Journal of Market Research 53(6): 771-792.
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[36].Kwok, F., et al. (2019). "Interactive effects of information exchange, relationship capital and environmental uncertainty on international joint venture (IJV) performance: An emerging markets perspective." International Business Review 28(5): 101481.
[37].Lemon, K. N. and P. C. Verhoef (2016). "Understanding customer experience throughout the customer journey." Journal of marketing 80(6): 69-96.
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[39].Marriott, H. R. and M. D. Williams (2018). "Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study." Journal of retailing and consumer services 42: 133-146.
[40].Nassauer, N. (2020). "Walmart sales surge as coronavirus drives Americans to stockpile." The Wall Street Journal, May 19: 2020.
[41].Nayak, M. S. D. P., & Narayan, K. A. (2019). Strengths and Weakness of Online Surveys. IOSR Journal Of Humanities And Social Science, 24(5), 31–38. https://doi.org/10.9790/0837-2405053138
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[43].Oteino, O. D. and O. J. Oti (2022). "Modelling Bottled Water Repurchase Intention in Nigeria: Extending the Expectation Disconfirmation Theory with Trust." International Journal of Public Administration and Management Research 8(1): 1-16.
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[45].Parasuraman, A., et al. (2020). "More than a feeling? Toward a theory of customer delight." Journal of Service Management.
[46].Qalati, S. A., et al. (2021). "Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping." Cogent Business & Management 8(1): 1869363.
[47].Rao, Y., et al. (2021). "Online consumer satisfaction during COVID-19: perspective of a developing country." Frontiers in Psychology 12.
[48].Rossolov, A., et al. (2021). "Online and in-store purchase behavior: shopping channel choice in a developing economy." Transportation 48(6): 3143-3179.
[49].San-Martín, S., et al. (2020). "The path between personality, self-efficacy, and shopping regarding games apps." Journal of theoretical and applied electronic commerce research 15(2): 59-75.
[50].Seo, K. H., & Lee, J. H. (2021). Understanding risk perception toward food safety in street food: The relationships among service quality, values, and repurchase intention. International Journal of Environmental Research and Public Health, 18(13). https://doi.org/10.3390/ijerph18136826
[51].Santoso, S. (2021). "Factors influencing the formation of consumer engagement and consumer satisfaction with e-learning activities." Innovative Marketing 17(2): 137.
[52].Shahzad, A., et al. (2022). "Mediating role of formalization of RM methods among the perceived business risk and organization performance." Cogent Business & Management 9(1): 2024116.
[53].Shamsudin, M., et al. (2018). "The role of customer interactions towards customer satisfaction in theme parks experience." Opcion 34(16): 546-558.
[54].Steel, N., et al. (2022). "Changing life expectancy in Europe 1990-2019: Global Burden of Disease Study 2019: Nicholas Steel." European Journal of Public Health 32(Supplement_3): ckac130. 197.
[55].Tandon, U. (2021). "Predictors of online shopping in India: an empirical investigation." Journal of Marketing Analytics 9(1): 65-79.
[56].Tandon, U., et al. (2016). "Understanding online shopping adoption in India: unified theory of acceptance and use of technology 2 (UTAUT2) with perceived risk application." Service Science 8(4): 420-437.
[57].Torres, E. N., et al. (2020). "Measuring delightful customer experiences: The validation and testing of a customer delight scale along with its antecedents and effects." International Journal of Hospitality Management 87: 102380.
[58].TRAN, V. D. (2020). "The relationship among product risk, perceived satisfaction and purchase intentions for online shopping." The Journal of Asian Finance, Economics and Business 7(6): 221-231.
[59].Tzeng, S.-Y., et al. (2021). "Factors affecting customer satisfaction on online shopping holiday." Marketing Intelligence & Planning.
[60].van der Colff, N., et al. (2021). "Measuring Consumers’ Perceived Risk on Varietal Level: A Mixed Methods Approach Applied to Wine." Journal of International Food & Agribusiness Marketing: 1-30.
[61].Wilson, N., et al. (2019). "The effect of website design quality and service quality on repurchase intention in the e-commerce industry: A cross-continental analysis." Gadjah Mada International Journal of Business 21(2): 187-222.
[62].Yadav, G. (2022). "A Study on Consumer Satisfaction Using GAP Analysis with Reference to MARUTI and HYUNDAI." New Horizons In Business World: 63.
[63].Yang, M., et al. (2021). "The optimal e-commerce sales mode selection and information sharing strategy under demand uncertainty." Computers & Industrial Engineering 162: 107718.
[64].Zhang, H. (2017). Understanding the Consumption Experience of Chinese Tourists: Assessing the Effect of Audience Involvement, Flow and Delight on Electronic Word-of-mouth (eWOM).
[65].Zhang, J., Chen, W., Petrovsky, N., & Walker, R. M. (2022). The Expectancy-Disconfirmation Model and Citizen Satisfaction with Public Services: A Meta-analysis and an Agenda for Best Practice. Public Administration Review, 82(1), 147–159. https://doi.org/10.1111/puar.13368
[2].Aisyah, R. A., et al. (2021). "The Effect Of Tam In An Online Shopping Context." Review of International Geographical Education Online 11(4): 398-406.
[3].Ariffin, S., et al. (2016). "Factors influencing perceived quality and repurchase intention towards green products." Procedia Economics and Finance 37: 391-396.
[4].Berman, B. (2006). "Developing an effective customer loyalty program." California management review 49(1): 123-148.
[5].Bonnin, G. (2020). "The roles of perceived risk, attractiveness of the online store and familiarity with AR in the influence of AR on patronage intention." Journal of retailing and consumer services 52: 101938.
[6].Brandtner, P., et al. (2021). "Impact of COVID-19 on the customer end of retail supply chains: A big data analysis of consumer satisfaction." Sustainability 13(3): 1464.
[7].Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good. Review of General Psychology, 5(4). https://doi.org/10.1037//1089-2680.5.4.323
[8].Brown, T. A. (2015). Confirmatory factor analysis for applied research, Guilford publications.
[9].Cai, R. and C. G.-Q. Chi (2018). "The impacts of complaint efforts on customer satisfaction and loyalty." The Service Industries Journal 38(15-16): 1095-1115.
[10].Carraher-Wolverton, C. (2022). "The co-evolution of remote work and expectations in a COVID-19 world utilizing an expectation disconfirmation theory lens." Journal of Systems and Information Technology.
[11].Civelek, M. E. (2018). "Essentials of structural equation modeling." Essentials of Structural Equation Modeling (2018).
[12].Confente, I., et al. (2021). "The challenge of remanufactured products: the role of returns policy and channel structure to reduce consumers' perceived risk." International Journal of Physical Distribution & Logistics Management.
[13].DAM, S. M. and T. C. DAM (2021). "Relationships between service quality, brand image, customer satisfaction, and customer loyalty." The Journal of Asian Finance, Economics and Business 8(3): 585-593.
[14].De Vos, J., et al. (2022). "From attitude to satisfaction: introducing the travel mode choice cycle." Transport Reviews 42(2): 204-221.
[15].Dash, G., & Paul, J. (2025). Determinants of repurchase intention in E-commerce and the moderating role of risks : an emerging digital economy perspective. European Journal of Management and Business Economics. https://doi.org/10.1108/EJMBE-11-2024-0389
[16].Elkhani, N., & Bakri, A. (2016). Review on " expectancy Disconfirmation theory " (EDT) model in B2C e-commerce. Journal of Information Systems Research & Innovation, 95–102. http://seminar.utmspace.edu.my/jisri/
[17].Fornell, C. and D. F. Larcker (1981). "Evaluating structural equation models with unobservable variables and measurement error." Journal of marketing research 18(1): 39-50.
[18].Gerpott, T. J. (2018). "Relative fixed Internet connection speed experiences as antecedents of customer satisfaction and loyalty: An empirical analysis of consumers in Germany." Management & Marketing 13(4): 1150-1173.
[19].Goyal, T. and K. Dutta (2021). "Website stickiness: role of customer value, satisfaction, trust and habit." International Journal of Technology Marketing 15(4): 426-447.
[20].Grange, C., et al. (2019). "With a little help from my friends: Cultivating serendipity in online shopping environments." Information & management 56(2): 225-235.
[21].Guo, X., et al. (2012). "Evaluating factors influencing consumer satisfaction towards online shopping in China." Asian Social Science 8(13): 40.
[22].Guthrie, G. (2014). Qualitative Data. In Basic Research Methods: An Entry to Social Science Research (pp. 157–166). https://doi.org/10.4135/9788132105961.n15
[23].Ha, N. (2020). "The impact of perceived risk on consumers’ online shopping intention: An integration of TAM and TPB." Management science letters 10(9): 2029-2036.
[24].Hair, J. F. (2009). "Multivariate data analysis."
[25].Hair, J. F., et al. (2012). "An assessment of the use of partial least squares structural equation modeling in marketing research." Journal of the Academy of Marketing Science 40(3): 414-433.
[26].Hassan, S., et al. (2019). "The effect of service quality and corporate image on student satisfaction and loyalty in TVET higher learning institutes (HLIs)." Journal of Technical Education and Training 11(4).
[27].Hechler, S. and T. Kessler (2018). "On the difference between moral outrage and empathic anger: Anger about wrongful deeds or harmful consequences." Journal of Experimental Social Psychology 76: 270-282.
[28].Hox, J. J. and T. M. Bechger (1998). "An introduction to structural equation modeling." Family science review 11: 354-373.
[29].Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
[30].Hoyle, R. H. (1995). Structural equation modeling: Concepts, issues, and applications, Sage.
[31].Hwang, J., et al. (2021). "The antecedents and consequences of rapport between customers and salespersons in the tourism industry." Sustainability 13(5): 2783.
[32].Ibrahim, B. (2022). "Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination." Journal of Promotion Management 28(1): 60-90.
[33].Jain, S. (2021). "Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention." Journal of Fashion Marketing and Management: An International Journal.
[34].Klaus, P. and S. Maklan (2011). "Customer experience: Are we measuring the right things?" International Journal of Market Research 53(6): 771-792.
[35].Kline, R. B. (2005). "Principles and practice of structural equation modeling 2nd ed." New York: Guilford 3.
[36].Kwok, F., et al. (2019). "Interactive effects of information exchange, relationship capital and environmental uncertainty on international joint venture (IJV) performance: An emerging markets perspective." International Business Review 28(5): 101481.
[37].Lemon, K. N. and P. C. Verhoef (2016). "Understanding customer experience throughout the customer journey." Journal of marketing 80(6): 69-96.
[38].Liao, C., Liu, C. C., Liu, Y. P., To, P. L., & Lin, H. N. (2011). Applying the expectancy disconfirmation and regret theories to online consumer behavior. Cyberpsychology, Behavior, and Social Networking, 14(4), 241–246. https://doi.org/10.1089/cyber.2009.0236
[39].Marriott, H. R. and M. D. Williams (2018). "Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study." Journal of retailing and consumer services 42: 133-146.
[40].Nassauer, N. (2020). "Walmart sales surge as coronavirus drives Americans to stockpile." The Wall Street Journal, May 19: 2020.
[41].Nayak, M. S. D. P., & Narayan, K. A. (2019). Strengths and Weakness of Online Surveys. IOSR Journal Of Humanities And Social Science, 24(5), 31–38. https://doi.org/10.9790/0837-2405053138
[42].Nuradiana, S. and N. Sobari (2021). "Expectancy disconfirmation theory on millenials consumer behaviour in retail store." ICORE 5(1).
[43].Oteino, O. D. and O. J. Oti (2022). "Modelling Bottled Water Repurchase Intention in Nigeria: Extending the Expectation Disconfirmation Theory with Trust." International Journal of Public Administration and Management Research 8(1): 1-16.
[44].Pandey, N., et al. (2020). "Does price tolerance depend upon the type of product in e-retailing? Role of customer satisfaction, trust, loyalty, and perceived value." Journal of Strategic Marketing 28(6): 522-541.
[45].Parasuraman, A., et al. (2020). "More than a feeling? Toward a theory of customer delight." Journal of Service Management.
[46].Qalati, S. A., et al. (2021). "Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping." Cogent Business & Management 8(1): 1869363.
[47].Rao, Y., et al. (2021). "Online consumer satisfaction during COVID-19: perspective of a developing country." Frontiers in Psychology 12.
[48].Rossolov, A., et al. (2021). "Online and in-store purchase behavior: shopping channel choice in a developing economy." Transportation 48(6): 3143-3179.
[49].San-Martín, S., et al. (2020). "The path between personality, self-efficacy, and shopping regarding games apps." Journal of theoretical and applied electronic commerce research 15(2): 59-75.
[50].Seo, K. H., & Lee, J. H. (2021). Understanding risk perception toward food safety in street food: The relationships among service quality, values, and repurchase intention. International Journal of Environmental Research and Public Health, 18(13). https://doi.org/10.3390/ijerph18136826
[51].Santoso, S. (2021). "Factors influencing the formation of consumer engagement and consumer satisfaction with e-learning activities." Innovative Marketing 17(2): 137.
[52].Shahzad, A., et al. (2022). "Mediating role of formalization of RM methods among the perceived business risk and organization performance." Cogent Business & Management 9(1): 2024116.
[53].Shamsudin, M., et al. (2018). "The role of customer interactions towards customer satisfaction in theme parks experience." Opcion 34(16): 546-558.
[54].Steel, N., et al. (2022). "Changing life expectancy in Europe 1990-2019: Global Burden of Disease Study 2019: Nicholas Steel." European Journal of Public Health 32(Supplement_3): ckac130. 197.
[55].Tandon, U. (2021). "Predictors of online shopping in India: an empirical investigation." Journal of Marketing Analytics 9(1): 65-79.
[56].Tandon, U., et al. (2016). "Understanding online shopping adoption in India: unified theory of acceptance and use of technology 2 (UTAUT2) with perceived risk application." Service Science 8(4): 420-437.
[57].Torres, E. N., et al. (2020). "Measuring delightful customer experiences: The validation and testing of a customer delight scale along with its antecedents and effects." International Journal of Hospitality Management 87: 102380.
[58].TRAN, V. D. (2020). "The relationship among product risk, perceived satisfaction and purchase intentions for online shopping." The Journal of Asian Finance, Economics and Business 7(6): 221-231.
[59].Tzeng, S.-Y., et al. (2021). "Factors affecting customer satisfaction on online shopping holiday." Marketing Intelligence & Planning.
[60].van der Colff, N., et al. (2021). "Measuring Consumers’ Perceived Risk on Varietal Level: A Mixed Methods Approach Applied to Wine." Journal of International Food & Agribusiness Marketing: 1-30.
[61].Wilson, N., et al. (2019). "The effect of website design quality and service quality on repurchase intention in the e-commerce industry: A cross-continental analysis." Gadjah Mada International Journal of Business 21(2): 187-222.
[62].Yadav, G. (2022). "A Study on Consumer Satisfaction Using GAP Analysis with Reference to MARUTI and HYUNDAI." New Horizons In Business World: 63.
[63].Yang, M., et al. (2021). "The optimal e-commerce sales mode selection and information sharing strategy under demand uncertainty." Computers & Industrial Engineering 162: 107718.
[64].Zhang, H. (2017). Understanding the Consumption Experience of Chinese Tourists: Assessing the Effect of Audience Involvement, Flow and Delight on Electronic Word-of-mouth (eWOM).
[65].Zhang, J., Chen, W., Petrovsky, N., & Walker, R. M. (2022). The Expectancy-Disconfirmation Model and Citizen Satisfaction with Public Services: A Meta-analysis and an Agenda for Best Practice. Public Administration Review, 82(1), 147–159. https://doi.org/10.1111/puar.13368
Copyright © 2025 Sulemana Iddrisu, Sayibu Muhideen, Ahmed Abdul-Rahim
Publishing time:2025-12-30
This work is licensed under a Creative Commons Attribution 4.0 International License
