A Test of Alternative Measures of Disconfirmation*
研究了五种不一致性操作化方法对满意度的影响，在不同情境和比较标准下测试其效果，发现某些方法在特定情境下更优，为实践和理论研究提供参考。
ABSTRACT Disconfirmation has been widely used in a number of research traditions, however there are many different operationalizations of this construct. Little research has investigated the relative effectiveness of these various methods. The research reported here examines five operationalizations of disconfirmation and their effect on satisfaction. These tests are carried out using two different comparison standards in two different settings. The results indicate some methods are better in certain situations and are inappropriate in others. Implications for both practical and theoretical research are discussed.