Dissatisfaction toward O2O websites: expectation disconfirmation and justice perspective

Purpose The online-to-offline (O2O) business is developing rapidly and is highly popular in many countries. Nevertheless, O2O suffers from a large number of customer complaints that result in consumer loss. Focusing on the O2O context, this study integrates expectation disconfirmation theory (EDT) and justice theory to investigate consumers' dissatisfaction toward O2O websites. Design/methodology/approach A research model was proposed and tested...