Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction

Prior work on the equity and disconfirmation determinants of transaction satisfaction was extended to product satisfaction. Based on perceptions of inputs and outcomes of buyer, dealer, and salesperson, two subtractive versions of the equity formula-- absolute equity difference and equity advantage--were tested with fairness and preference as mediating variables. Both variables were related only to the equity advantage formula, and disconfirmation and fairness were shown to be distinct components of post-transaction dispositions. Moreover, product satisfaction was shown to be a function of product disconfirmation, complaining, and satisfaction with the dealer. The latter apparently mediates both fairness and salesperson satisfaction. Copyright 1989 by the University of Chicago.