A Study of the Effect of Consumer Trust on Consumer Expectations and Satisfaction: The Korean Experience

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.