The Impact of Consumers' Should-expectation and Will-expectation on Consumer Satisfaction: Focusing on Emotional and Rational Expectancy Disconfirmation

규범적 기대와 예언적 기대가 소비자 만족에 미치는 영향: 감정적 vs. 이성적 기대불일치를 중심으로

  • Park, Do-Hyung (School of Management Information Systems, Kookmin University) ;
  • Lee, Dongwon (School of Business Administration, Hansung University) ;
  • Chung, Jaekwon (School of Business Administration, Kookmin University)
  • Received : 2016.05.25
  • Accepted : 2016.07.07
  • Published : 2016.07.31


Consumer expectation is divided into rational and emotional components with regard to the experience of products or services. The purpose of this study is to investigate the relationship between these two types of expectations and consumer satisfaction. For the theoretical framework, we use the dual expectation theory with respect to the should-expectation and will-expectation, and verify their effects on consumer satisfaction. The findings of this study imply that under rational expectation, consumer satisfaction increases when the result of their experience exceeds their expectation and the impact is stronger when the will-expectation is satisfied. Under emotional expectation, consumer satisfaction increases when the should-expectation exceeds the result of the actual performance, but decreases when there is disaccord between the will-expectation and performance. For emotional-based expectation, the impact on consumer satisfaction is stronger for should-expectancy disconfirmation than for will-expectancy disconfirmation.


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