A3 Book section, Chapters in research books
Customer Experience Formation in Online Shopping : Investigating the Causes of Positive and Negative Emotions During a Visit to an Online Store (2021)


Kemppainen, Tiina; Makkonen, Markus; Frank, Lauri (2021). Customer Experience Formation in Online Shopping : Investigating the Causes of Positive and Negative Emotions During a Visit to an Online Store. In Metallo, Concetta; Ferrara, Maria; Lazazzara, Alessandra; Za, Stefano (Eds.) Digital Transformation and Human Behavior : Innovation for People and Organisations, Lecture notes in information systems and organisation, 37. Cham: Springer, 173-190. DOI: 10.1007/978-3-030-47539-0_13


JYU authors or editors


Publication details

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

Parent publication: Digital Transformation and Human Behavior : Innovation for People and Organisations

Parent publication editors: Metallo, Concetta; Ferrara, Maria; Lazazzara, Alessandra; Za, Stefano

ISBN: 978-3-030-47538-3

eISBN: 978-3-030-47539-0

Journal or series: Lecture notes in information systems and organisation

ISSN: 2195-4968

eISSN: 2195-4976

Publication year: 2021

Number in series: 37

Pages range: 173-190

Number of pages in the book: 370

Publisher: Springer

Place of Publication: Cham

Publication country: Switzerland

Publication language: English

DOI: https://doi.org/10.1007/978-3-030-47539-0_13

Open Access: Publication channel is not openly available

Additional information: The content of the book is based on a selection of the best papers (original double-blind peer-reviewed contributions) presented at the annual conference of the Italian chapter of AIS which took place in Naples, Italy, in September 2019.


Abstract

This study explores customer experience formation in an online shopping context by investigating the causes of customers’ positive and negative emotions during their visit to an online store. Survey data collected from 1786 Finnish online customers was used to identify individuals who experienced strong positive (N = 138) or negative emotions (N = 215) during their visit. The causes of negative and positive emotions were studied by analyzing customers’ open-ended, written explanations attributed to their emotions. Attribution theory is utilized to explain how individuals make sense of their emotions. The findings show that customers offer various explanations for the emotions evoked during a visit to an online store. Three main themes were identified with respect to the causes of such emotions and related to: (1) the online store, (2) the socio-material environment, and, (3) the customer her/himself. Customers generally blame the online store for negative emotions, whereas positive emotions are mostly associated with oneself and one’s success as a consumer. Both negative and positive emotions are to some extent explained by the sociomaterial environment. The findings demonstrate the complexity of customer experience formation. Further investigation of the topic is therefore warranted.


Keywords: customer experience; electronic commerce; emotions; attribution theory

Free keywords: customer experience; e-commerce; online consumption; emotions; attribution theory


Contributing organizations


Ministry reporting: Yes

Preliminary JUFO rating: 1


Last updated on 2020-09-11 at 12:32