In analogy with these findings, customers’ satisfactory experiences with a specific e-tailer are expected to increase their willingness to make more online purchases from that e-tailer (loyalty), as well as their trust in the online medium as such (system-based trust). Satisfaction with a specific application of the system (the e-tailer) will increase confidence in the system as a whole.
Although, empirical research in this the online context is limited, a positive impact of satisfaction on trust also can be anticipated in this area. Furthermore, Pavlou (2003) examines that a positive impact of consumer satisfaction on trust with regarding to the service provider has been represented for e-commerce.