Customer Experience Formation in Online Shopping : Investigating the Causes of Positive and Negative Emotions During a Visit to an Online Store
Year of publication
2021
Authors
Kemppainen, Tiina; Makkonen, Markus; Frank, Lauri
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.
Show moreOrganizations and authors
Publication type
Publication format
Article
Parent publication type
Compendium
Article type
Other article
Audience
ScientificPeer-reviewed
Peer-ReviewedMINEDU's publication type classification code
A3 Book section, Chapters in research booksPublication channel information
Parent publication name
Digital Transformation and Human Behavior : Innovation for People and Organisations
Parent publication editors
Metallo, Concetta; Ferrara, Maria; Lazazzara, Alessandra; Za, Stefano
Publisher
Pages
173-190
ISSN
ISBN
Publication forum
Publication forum level
1
Open access
Open access in the publisher’s service
No
Self-archived
Yes
Other information
Fields of science
Computer and information sciences; Business and management
Keywords
[object Object],[object Object],[object Object],[object Object]
Publication country
Switzerland
Internationality of the publisher
International
Language
English
International co-publication
No
Co-publication with a company
No
DOI
10.1007/978-3-030-47539-0_13
The publication is included in the Ministry of Education and Culture’s Publication data collection
Yes