Exploring the Effective of Unexpectedness: An Extension of Expectation-Disconfirmation Theory

In highly competitive market of Apps, it's important to understand what drives customers to purchase Apps. We adopted EDT and introduced a new concept, which is named unexpectedness, to explore the phenomenon of App purchasing or continue using behavior. In our study, we separated Apps into two styles: utilitarian and hedonic, and argued that disconfirmation and unexpectedness have different effects on satisfaction of these two different style Apps.