An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation

This study proposes a framework regarding the relationship between consumer trust, satisfaction, expectation, and post-expectation in the context of electronic commerce. In particular, the framework draws together from three theories: social exchange theory, expectation-confirmation theory, and post-acceptance model of IS continuance. Following the longitudinal pre-purchase and post-purchase stages, this study provides a theoretical framework combining trust, expectation, satisfaction, and post-expectation (i.e., perceived usefulness) and tests the proposed model empirically using Internet consumer behavior data collected via two rounds of Web surveys. The empirical findings suggest that both consumer's trust and expectation have positive influences on consumer's satisfaction; a significant and positive relationship is detected between consumer's trust and expectation; customer's satisfaction and perceived usefulness as post-expectation belief are important predictors of repurchase intention. In consequence, the study provides a framework explaining the subsequent relationships of trust, expectation, confirmation, satisfaction, post-expectation, and repurchase intention (i.e., consumer trust -> expectation -> confirmation -> satisfaction -> post-expectation -> repurchase intention) across pre-purchase and post-purchase stages. Theoretical and practical implications are discussed.