반복구매상황에서 기대-불일치 패러다임에 관한 연구: 예상자신감의 조정적 역할 = A Study of the Expectancy-Disconfirmation Paradigm in the Repetitive Purchase Context: The Moderating Role of Anticipation Confidence

다국어 초록 (Multilingual Abstract)

This research attempts to explain by a new construct, anticipation confidence, the previous mixed findings on the relationships between constructs in the expectancy-disconfirmation model. In addition, it examines how a consumer`s experience in one period of purchase and consumption of a service influences the consumer`s anticipation in the next period of purchase of the same service. Data were collected from pregnant women in a clinic. Each respondent answered four times and data collected from ninety-six respondents were analyzed with AMOS 4.0. The result reveals that when anticipation confidence is high vs. low, the effects of anticipation(t₁) of on other variables such as anticipation(t₃), perceived performance(t₂), and congruency(t₂) are larger. The effect of satisfaction(t₂) on anticipation(t₃) appeared to be positive as hypothesized but was not statistically significant. At the end of the paper, the authors summarize the study and discuss contributions, limitations, and research directions for future studies.