The Dynamics of Pre‐ and Post‐purchase Service and Consumer Evaluation of Online Retailers: A Comparative Analysis of Dissonance and Disconfirmation Models*

Abstract

This article explores the theoretical underpinnings of the dissonance framework in online consumer satisfaction formation process. Specifically, we suggest that any discrepancy between pre‐ and post‐purchase service performance would help determine consumers’ evaluations of online vendors. Drawing upon cognitive dissonance theory, a conceptual model is developed and tested in two different studies (preliminary and main studies). Using data from 191 college students collected longitudinally, the preliminary study demonstrates the validity and reliability of the measurements. Using a comparative analysis, the main study then tests our conceptual model as well as various competing models, including the expectation–confirmation model, with a sample of 292 online consumers. The results in both studies support our main prediction that the service encountered in different stages establishes dissonance. Specifically, we find that dissonance explains online consumers’ satisfaction process to a substantial extent, as compared with disconfirmation under the same conditions in online retailers. This study contributes to providing an alternative yet substantial approach for expectation–confirmation theory, reflecting the overarching nature of online shopping.

Cognitive Dissonance in Technology Adoption: A Study of Smart Home Users

“…The established relationship between disconfirmation and dissonance and the insight into the users' characteristics suggests that performance issues were critical and the expectationperception discrepancy could not be tolerated by users. The confirmed effect of negative disconfirmation on dissonance adds to the discussion raised by Park et al (2015) and Park et al (2012), who examined the consequences of inconsistency between the perception of pre-service and post-service performance. While they examined the discrepancy between the perception of services at different stages of technology use, the finding of this study provided evidence on the consequence of the incongruity between expectations and perceptions.…”

“…Cognitive Dissonance Theory has been used in IS research to explain the behaviour of individuals when they experience disparity between pre-service and post-service perception of products’ performance (Park et al, 2015 , Venkatesh and Goyal, 2010 ). The theory postulates that a state of dissonance is triggered when an individual has two or more contradictory cognitions (Festinger, 1962 ).…”

“…As the magnitude of the discrepancy increases, the probability and the magnitude of dissonance arousal increases too (Szajna and Scamell, 1993 ). Dissonance can arise not only due to the discrepancy between expectation and performance, but the comparison of pre-service and post-service performance of technology or IS systems (Park et al, 2015 ). Pre-service performance may include the quality of pre-service customer service or website design.…”

“…Pre-service performance may include the quality of pre-service customer service or website design. Post-service performance includes the evaluation of the object’s attributes related specifically to the use of the technology or IS system (Park et al, 2015 ). Based on the above, our first hypothesis is put forward: H1: The disconfirmation of technology performance with prior expectations has a positive effect on dissonance arousal …”

On Rapport Uncertainty in the Sharing Economy - Extending the Categories of Uncertainty

“…In an online shopping context, service evaluation can be divided into two phases. According to Park et al [24], pre-service evaluation denotes the decision making process leading up to a consumer's choice of a vendor before product purchase. Post-service evaluation, on the other hand, acts as an enriching and reinforcing role to justify the consumer's decision in terms of the vendor choice after purchase.…”