Customer Experience Formation in Online Shopping : Investigating the Causes of Positive and Negative Emotions During a Visit to an Online Store
Kemppainen, T., Makkonen, M., & Frank, L. (2021). Customer Experience Formation in Online Shopping : Investigating the Causes of Positive and Negative Emotions During a Visit to an Online Store. In C. Metallo, M. Ferrara, A. Lazazzara, & S. Za (Eds.), Digital Transformation and Human Behavior : Innovation for People and Organisations (pp. 173-190). Springer. Lecture Notes in Information Systems and Organisation, 37. https://doi.org/10.1007/978-3-030-47539-0_13
DisciplineSustainable BusinessKestävä liiketoiminta ja talous (painoala)TietojärjestelmätiedeMarkkinointiBasic or discovery scholarshipSustainable BusinessSustainable Business and Economy (focus area)Information Systems ScienceMarketingBasic or discovery scholarship
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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. ...
Parent publication ISBN978-3-030-47538-3
Is part of publicationDigital Transformation and Human Behavior : Innovation for People and Organisations
ISSN Search the Publication Forum2195-4968
Publication in research information system
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- Informaatioteknologian tiedekunta 
- Kauppakorkeakoulu 
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