Researchers have not specifically considered the determinants of satisfaction and repurchase intention with regard to virtual products. Using the expectancy disconfirmation model and symbolic consumption theory, this study presents and empirically examines a model of customer satisfaction and repurchase intention in this context. Using structural equation modeling to analyze the data collected from 477 consumers of virtual products, this study validates the influence of perceived customization and perceived sociability on customer satisfaction and repurchase intention with regard to virtual products. Additionally, this study statistically confirms the important mediating roles of outcome expectations and perceived quality in the indirect effects of perceived customization and perceived sociability on customer satisfaction. This study also verifies that customer satisfaction is a critical mediator of the indirect influence of the other four constructs in the proposed model on the consumers' repurchase intention with regard to virtual products.

While the importance of customer satisfaction and purchase intention has been recognized in the marketing literature, the development and empirical validation of a model which specifically depicts the determinants of satisfaction and purchase intention with regard to virtual products has not been undertaken. Consequently, this study, by adopting the expectancy disconfirmation model and symbolic consumption theory, developed a conceptual model to explain and predict customer satisfaction and purchase intention in this context. The validation of the proposed theoretical model has demonstrated the significance of symbolic consumption theory, represented by social interaction in the virtual world, and the expectancy disconfirmation model in interpreting consumer behaviors in the context of virtual product consumption. Future research that examines the research model using a variety of samples in different contexts, or to extend the research model to empirically investigate other factors influencing customer satisfaction and purchase intention, including aesthetics and trust, are strongly encouraged.