Abstract

The Influences of Anticipation in the Expectancy - Disconfirmation Paradigm
- Moderating Roles of Brand Experiences and Measuring Time Interval

Lee, Hak-sik / Professor of Markering Dept. of Busuness Administration, Hongik University

Lim, Ji-hoon / Ph. D. in Business Administration, Hongik University

Koo, Min-jeong / Master of Business Administration, Hongik University

After expectancy-disconfirmation paradigm was developed to explain the process of consumer satisfaction decision, a lot of studies were performed for the relationships of constructs in this paradigm. Among the relationships of those constructs, the influences of expectation(anticipation in this study) did not appear to be consistent in several studies. Two studies were conducted to investigates how brand experiences and measuring time interval moderate the influences of anticipation in the expectancy-disconfirmation paradigm. In the first study, (1) in the case of experienced consumers, anticipation appeared to positively influence perceived performance whereas in the case of unexperienced consumers, anticipation did not; and (2) in the case of experienced consumers, anticipation appeared to influence satisfaction with the mediation of perceived performance and congruency whereas in the case of unexperienced consumers, anticipation did not. The second study was regarding how the influences of anticipation on perceived performance, congruency, and satisfaction vary with the time interval between the time of measuring anticipation(t₁) and the time of measuring perceived performance, congruency, and satisfaction(t₂). In this study, as expected, anticipation appeared to influence congruency more in the case that the time interval was short than it was long. Although anticipation appeared to influence perceived performance and satisfaction more in the case that the time interval was short than it was long, the difference was not statistically significant.

Key words : satisfaction, expectancy-disconfirmation paradigm, anticipation, brand experience, expectation.