THE EXPECTATION GAP IN E-COMMERCE: HOW TRANSPARENCY SHAPES CONSUMER TRUST AND BEHAVIOUR

Abstract

Consumers form expectations in online shopping through product representations, delivery information, packaging disclosures, and platform-mediated communication. When actual experiences fail to match these expectations, dissatisfaction and post-purchase conflict may arise. Although prior studies have examined customer satisfaction and trust in e-commerce, limited research has explored how expectation management intersects with transparency and consumer legal awareness in shaping post-purchase outcomes. This study addresses that gap by examining how transparency and realistic communication moderate expectation–reality gaps and influence consumer dissatisfaction, behavioural responses, and awareness of consumer protection rights in Malaysia. A qualitative-dominant mixed-method exploratory approach was employed, integrating literature synthesis with primary qualitative data collected through open-ended online surveys from 40 households in Shah Alam. Thematic analysis identified five interrelated themes: representational misalignment, delivery realism gaps, packaging transparency deficits, platform-mediated expectation formation, and legal awareness. The findings demonstrate that inaccurate product representations, unrealistic delivery promises, inadequate packaging transparency, and platform-generated cues contribute significantly to expectation–reality gaps and consumer dissatisfaction. Conversely, transparent communication and realistic expectation management reduce negative post-purchase behaviours and strengthen consumer trust. The study contributes to e-commerce and consumer behaviour literature by linking expectation management, transparency practices, and consumer protection awareness within a unified post-purchase framework. The findings provide practical guidance for retailers, digital platforms, and policymakers seeking to strengthen consumer trust, improve platform accountability, and reduce post-purchase disputes in online retail environments.