A Study of the Effect of Consumer Trust on Consumer Expectations and Satisfaction: The Korean Experience
Conference Proceeding Article
This study proposes a framework regarding the relationship between consumer trust, satisfaction, and expectation in the context of electronic commerce. In particular, the framework draws together two theories: expectation-confirmation theory and social exchange theory. Following the longitudinal pre-purchase and post-purchase stages, this study provides a theoretical framework combining trust, expectation and satisfaction, and tests the proposed models empirically using Internet consumer behavior data collected via two rounds of Web surveys conducted in two major Korean universities. In accordance with existing literature of traditional commerce, the empirical findings suggest that both consumer's trust and expectation have positive influences on consumer's satisfaction. The study also provides a framework explaining the subsequent relationships of trust and satisfaction (trust ? satisfaction ? post-trust ? long-term trust) following the pre-purchase and post-purchase stages. In addition, a significant and positive relationship is detected between consumer's trust and expectation.
consumer satisfaction, consumer trust, expectation-confirmation theory, pre-purchase and post-purchase stages, social exchange theory
Asian Studies | Business | E-Commerce
Organisational Behaviour and Human Resources
ICEC '03: Proceedings of the 5th International Conference on Electronic Commerce, September 30 - October 3, 2003, Pittsburgh, PA
City or Country
KIM, Dan J.; FERRIN, Donald L.; and RAO, H. Raghav.
A Study of the Effect of Consumer Trust on Consumer Expectations and Satisfaction: The Korean Experience. (2003). ICEC '03: Proceedings of the 5th International Conference on Electronic Commerce, September 30 - October 3, 2003, Pittsburgh, PA. 310-315. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/678