Future Research Directions for Expectation Confirmation Theory in Cross-Cultural and Emerging Digital Environments

This systematic review examines the application of Expectation Confirmation Theory (ECT) across various digital contexts, analyzes its integration with other theories, and identifies key factors influencing consumer behavior in digital environments. The study employed a systematic literature review process using Web of Science and other sources to search for relevant publications up to 2024. The review focuses on journal articles in computer science that have applied ECT in digital contexts. A rigorous screening process was conducted, resulting in the selection of 50 studies for final analysis. The review reveals the wide-ranging applications of ECT across e-commerce, social media, healthcare technology, and education. It highlights the successful integration of ECT with other theoretical frameworks, thereby enhancing its explanatory power in digital environments. Key factors influencing consumer behavior in digital contexts were identified, including perceived usefulness, satisfaction, trust, and expectation-confirmation. This study provides a comprehensive understanding of ECT’s application in diverse digital settings and its integration with other theories. It offers valuable insights for researchers and practitioners, guiding strategies to improve user satisfaction and retention in a rapidly evolving digital landscape. Additionally, the review identifies future research directions, including cross-cultural studies, longitudinal investigations, and further integration with emerging theories on digital consumer behavior.