Modeling Utilitarian Consumption Behaviors in Online Shopping: An Expectation Disconfirmation Perspective
Bibliographic record
Abstract
Utilitarian consumption appeals to the cognitive rationality of consumers by accentuating the attainment of desirable transactional outcomes. While substantial knowledge has been accumulated on understanding the determinants of consumers’ acceptance of e-commerce websites, there is a paucity of studies that explore customers’ pre-consumption service expectations in order to determine how these expectations may be leveraged by e-merchants in creating matching e-services. Drawing on the Expectation Disconfirmation Theory (EDT), this study advances a model that not only delineates utilitarian expectations into its constituent dimensions, but also highlights how these expectations can be best served through transactional functionalities devised for improving the functional performance of e-commerce websites. The model is then empirically verified via an online survey questionnaire administered on a sample of 183 student participants. Theoretical contributions and pragmatic implications to be gleaned from our proposed model and its subsequent empirical validation are discussed.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.005 | 0.016 |
| Meta-epidemiology (narrow) | 0.001 | 0.001 |
| Meta-epidemiology (broad) | 0.001 | 0.001 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.002 |
| Scholarly communication | 0.003 | 0.003 |
| Open science | 0.001 | 0.002 |
| Research integrity | 0.002 | 0.002 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".