The Integration of the Expectancy Disconfirmation and Symbolic Consumption Theories: A Case of Virtual Product Consumption

While the importance of customer satisfaction and purchase intention has been recognized in the marketing literature, the development and empirical validation of a model which specifically depicts the determinants of satisfaction and purchase intention with regard to virtual products has not been undertaken. Consequently, this study, by adopting the expectancy disconfirmation model and symbolic consumption theory, developed a conceptual model to explain and predict customer satisfaction and purchase intention in this context. The validation of the proposed theoretical model has demonstrated the significance of symbolic consumption theory, represented by social interaction in the virtual world, and the expectancy disconfirmation model in interpreting consumer behaviors in the context of virtual product consumption. Future research that examines the research model using a variety of samples in different contexts, or to extend the research model to empirically investigate other factors influencing customer satisfaction and purchase intention, including aesthetics and trust, are strongly encouraged.