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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.
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Organizations and authors

University of Jyväskylä

Frank Lauri Orcid -palvelun logo

Makkonen Markus Orcid -palvelun logo

Kemppainen Tiina Orcid -palvelun logo

Publication type

Publication format

Article

Parent publication type

Compendium

Article type

Other article

Audience

Scientific

Peer-reviewed

Peer-Reviewed

MINEDU's publication type classification code

A3 Book section, Chapters in research books

Publication channel information

Parent publication editors

Metallo, Concetta; Ferrara, Maria; Lazazzara, Alessandra; Za, Stefano

Publisher

Springer

Pages

173-190

​Publication forum

84308

​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