Expectancy Disconfirmation Theory on Mileniall Consumer Behavior in Retail Store Sispa Nuradiana, Nurdin Sobari
Master of Management, University of Indonesia Prof. Wahjudi Prakarsa Building, Salemba Raya 4 Street, Central Jakarta 10430
Abstract
Millennial generation is a potential generation for industry, yet they are quite challenging because of their critical attitude and low brand loyalty. Recently, retail stores have noticed the consumers- shopping journey, especially the millennial generation who pay attention to the process of their shopping journey. As a low-involvement product, this type of product is more often sought by consumers in retail stores, hence consumers more often experience the low-involvement product shopping journey compared to the high-involvement products. However, there is little literature that describes millennial consumer behavior in low-involvement products. This study aims to analyze how millennial behavior in the searching process and confirmation of search behavior can affect consumer output and satisfaction during the shopping trips. This research is a cross sectional study by conducting multiple regression in hypothesis analysis. The regression results show that performance mediates the relationship between search expectations and search disconfirmations, and disconfirmation mediates the relationship of performance with output of consumer search behavior (satisfaction, regret, and spread of WOM). However, the regression results do not show search disconfirmation as a mediator between the performance and hedonic value, utility value, and respondents- choice confidence.
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