During the last decade online retail sales have been growing constantly. This growth has been possible due to different factors like online reviews. Online reviews have been proven successful in predicting different variables like trust and sales in online settings; however the impact of online reviews on other variables like customer satisfaction has not been widely studied. Based on expectation-disconfirmation theory, this study analyzes the effect of online reviews on customer satisfaction. A laboratory experiment allowed collecting data from a sample of 225 undergraduate and graduate students from a US university. It is expected that results will indicate that online reviews shape expectations that later impact customer satisfaction when mediated by disconfirmation. Results will have implications for research and practice. For research, results will help to increase the understanding of customer expectations formation in online settings. For practice, results will give advice to practitioners about how to increase customer satisfaction.
Picazo-Vela, Sergio, "The Effect of Online Reviews on Customer Satisfaction: An Expectation Disconfirmation Approach" (2009). AMCIS 2009 Doctoral Consortium. 6.