The purpose of this paper is to investigate how shoppers’ expectations regarding the amount of search and disconfirmation of these search expectations affect outcomes of the shopping trip.
A survey of shoppers is used to test the proposed hypotheses.
Survey results indicate that search disconfirmation is conceptually distinct from but related to search effort and search regret. The results show that negative search disconfirmation mediates the relationship between search effort and shopper satisfaction, hedonic and utilitarian shopping value, choice confidence, search regret and negative word-of-mouth intent.
The findings underscore that search effort itself is not negative for shoppers. However, when search effort is perceived as excessive compared to shoppers’ expectations, negative retail outcomes can occur. Theoretical and managerial implications are discussed.
