A4 Article in conference proceedings
Exploring Online Customer Experience Formation: How do Customers Explain Negative Emotions during Online Shopping Encounters? (2019)

Kemppainen, T., Makkonen, M., & Frank, L. (2019). Exploring Online Customer Experience Formation: How do Customers Explain Negative Emotions during Online Shopping Encounters?. 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. 655-675). University of Maribor. https://doi.org/10.18690/978-961-286-280-0.35

JYU authors or editors

Publication details

All authors or editors: Kemppainen, Tiina; Makkonen, Markus; Frank, Lauri

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: 655-675

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/10.18690/978-961-286-280-0.35

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

Publication open access: Other way freely accessible online

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/65362

Abstract

We investigated online customer experience formation by using customers’ own explanations of their negative emotions during their online shopping encounters. Survey data from 1,786 Finnish online shoppers were used to identify customers who experienced strong negative emotions during online shopping encounters (N = 215) and the causes of their negative emotions were then analyzed in depth from their written descriptions. Our findings indicated that customers attributed most of their negative emotions to online store characteristics, including user interface, product and service range, pricing, and trustworthiness; however, some negative emotions were also attributable to factors outside of the online store’s control, including individual consumption habits and financial constraints, ecological issues, and family concerns. Our findings demonstrate the multidimensionality of customer experience and highlight the importance of better understanding the different factors that can influence the customer experience.

Keywords: electronic commerce; customer experience; emotions

Free keywords: online customer experience; e-commerce; online shopping; online shopping encounter; emotions; attribution theory; qualitative study

Contributing organizations

Related projects

Ministry reporting: Yes

Reporting Year: 2019

JUFO rating: 1