A4 Article in conference proceedings
The Effects of Positive and Negative Emotions During Online Shopping Episodes on Consumer Satisfaction, Repurchase Intention, and Recommendation Intention (2019)

Makkonen, M., Riekkinen, J., Frank, L., & Jussila, J. (2019). The Effects of Positive and Negative Emotions During Online Shopping Episodes on Consumer Satisfaction, Repurchase Intention, and Recommendation Intention. In A. Pucihar, M. Kljajic Borstnar, R. Bons, J. Seitz, H. Cripps, & D. Vidmar (Eds.), 32nd Bled eConference : Humanizing Technology for a Sustainable Society (pp. 931-954). University of Maribor. https://doi.org/10.18690/978-961-286-280-0.49(external link)

JYU authors or editors

Publication details

All authors or editors: Makkonen, Markus; Riekkinen, Janne; Frank, Lauri; Jussila, Jari

Parent publication: 32nd Bled eConference : Humanizing Technology for a Sustainable Society

Parent publication editors: Pucihar, Andreja; Kljajic Borstnar, Mirjana; Bons, Roger; Seitz, Juergen; Cripps, Helen; Vidmar, Doroteja

Conference:

Place and date of conference: Bled, Slovenia, 16.-19.6.2019

eISBN: 978-961-286-280-0

Publication year: 2019

Pages range: 931-954

Number of pages in the book: 1244

Publisher: University of Maribor

Place of Publication: Maribor

Publication country: Slovenia

Publication language: English

DOI: https://doi.org/10.18690/978-961-286-280-0.49(external link)

Persistent website address: http://press.um.si/index.php/ump/catalog/book/418(external link)

Publication open access: Other way freely accessible online

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/65328(external link)

Abstract

The aim of this study is to examine the emotions that consumers experience during their online shopping episodes as well as their effects on consumer satisfaction and two types of post-purchase behavioural intentions: repurchase and recommendation intentions. By hypothesising a research model and testing it with the data from 1,786 Finnish online shoppers, which was collected in co-operation with 18 Finnish online stores between September 2018 and December 2018 and is analysed by using structural equation modelling (SEM), the study makes several interesting findings. First, we find positive emotions to have stronger effects in comparison to negative emotions. Second, we also find that whereas the effects of negative emotions on repurchase and recommendation intentions are completely mediated by satisfaction, positive emotions affect them not only indirectly via satisfaction but also directly. Finally, we discuss the implications of these findings for the Turku managers of online stores.

Keywords: electronic commerce; consumer behaviour; customer satisfaction; emotions; recommendations; survey research

Contributing organizations

Ministry reporting: Yes

VIRTA submission year: 2019

JUFO rating: 1