Hui-Mei Hsu, Shih-Chieh Hsu, Shih-Yu Wang, I-Chiu Chang
According to expectation disconfirmation theory, the confirmation of initial expectation is the major determinant of satisfaction, which, in turn, affects behavioral intention. However, most studies in this research stream consider only positive expected outcomes. This study separates outcomes into four types based on desirability and foreseeability. By using blogs as an example, we propose that all four types of outcomes affect satisfaction, and unexpected outcomes also generate effects on behavioral intention. Data collected from 128 physicians (bloggers) confirmed our hypotheses. Discussions and implications are provided.