¹Chung Chou University of Science and Technology/Department of Information Management, Yuanlin, ChangHua Country, Taiwan, ROC
²Providence University/Department of Computer Science and Communication Engineering, Taichung city, Taiwan, ROC

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Abstract—To many consumers, online shopping has become one major way to shop, so e-commerce and other related industries has enjoyed fast growth in recent years. Online retailers interact with their customers via Web-based or so-called virtual storefronts. Inevitably, various unpleasant shopping experience keep emerging along with increasing adoption of shopping via virtual storefronts. A successful online retailer must be aware of these negative factors and know how to handle them effectively. This research work investigates the perceptions of online shoppers, identifies the critical incidents leading to consumers' unpleasant experiences during shopping processes, and gains insight into the reasons behind these experiences. Furthermore, a set of solutions for increasing customers' satisfaction were proposed accordingly.

Index Terms—E-commerce, online shopping, virtual storefronts, customer experience, critical incidents

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Cite: I-Ching Chen, Shueh-Cheng Hu, "The Dissection of Unpleasant Customer Experience in Electronic Commerce Contexts," Journal of Software vol. 9, no. 9, pp. 2484-2490, 2014.