@article {1970311,
	title = {The Dynamics of Pre- and Post-Purchase Service and Consumer Evaluation of Online Retailers: A Comparative Analysis of Dissonance and Disconfirmation Models},
	journal = {Decision Sciences},
	volume = {46},
	year = {2015},
	month = {2015},
	pages = {1109-1140},
	keywords = {Management},
	author = {Park,Insu and Cho,Jeewon and Rao,H.R.}
}