Abstract
Understanding the antecedents and their effects on satisfaction is crucial, especially in consumer marketing. Most investigations in marketing research have used the Expectation-Confirmation Theory (ECT) which is used by the IS researchers too, with a few modifications and have taken the name Expectation-Confirmation Model (ECM). ECM is broadly applied to examine the continuance intention of IS users rather than just to explain satisfaction. Though the name of the model still contains expectation but practically the pre-consumption expectation is replaced by post-consumption expectations, namely, perceived usefulness which is believed to contribute a more meaningful dimension to theory. In IS research, though the dependent variable, continuance usage intention, is quite consistent but the independent variables, logically, are multi-varied as they are considered from contextual perspectives. Consequently, there is no general agreement concerning the definition, relationship, and measurement methods of the constructs neither in ECT nor in ECM. This chapter, therefore, tries to provide a comprehensive and systematic review of the literature pertaining to "expectation-confirmation" issues in order to observe current trends, ascertain the current "state of play," and to promising lines of inquiry. Findings of this study suggest that positivist and empirical research is predominantly used with most of the samples being university students. Besides, technology acceptance model (TAM) and theory of planned behavior (TPB) are also integrated with ECT and ECM to have a better understanding of consumer behavior. The trend toward integrating and/or incorporating associated variables and constructs from various theories to ECM has a better fit in related areas of applications. Moreover, active researches are highly concentrated in USA, Hong Kong, and Taiwan. Finally, this study proposes research implications for the future.