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 using 329 survey responses.

Findings

Results show that the identified website disconfirmation and offline service disconfirmation could lead to consumer dissatisfaction. Importantly, the impacts of disconfirmation factors are contingent upon the justice perception of consumers. When a transaction is perceived as unfair, website disconfirmation arouses a higher level of dissatisfaction, and the negative emotions could transfer from O2O and damage the website's reputation.

Originality/value

This study explores the continuance intentions of customers toward O2O websites from a dissatisfaction perspective, with insights for future service studies and O2O service managers.

中文翻译：

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对O2O网站的不满：期望失准与正义观

目的

线上到线下（O2O）业务发展迅速，在许多国家都非常受欢迎。然而，O2O 遭受大量客户投诉，导致消费者流失。本研究着眼于O2O背景，结合期望失证理论（EDT）和正义理论来调查消费者对O2O网站的不满。

设计/方法/方法

使用 329 份调查回复提出并测试了一个研究模型。

发现

结果表明，识别出的网站不确认和线下服务不确认会导致消费者的不满。重要的是，不确定因素的影响取决于消费者的正义感。当交易被认为不公平时，网站不确认会引起更高水平的不满，负面情绪可能会从 O2O 转移并损害网站声誉。

原创性/价值

本研究从不满意的角度探讨了客户对 O2O 网站的持续使用意愿，为未来的服务研究和 O2O 服务经理提供了见解。