doi: 10.4304/jsw.9.9.2484-2490
The Dissection of Unpleasant Customer Experience in Electronic Commerce Contexts
- 1 Chung Chou University of Science and Technology/Department of Information Management, Yuanlin, ChangHua Country, Taiwan, ROC
- 2 Providence University/Department of Computer Science and Communication Engineering, Taichung city, Taiwan, ROC
Abstract
To many consumers, online shopping has becomeone major way to shop, so e-commerce and other relatedindustries has enjoyed fast growth in recent years. Onlineretailers interact with their customers via Web-based orso-called virtual storefronts. Inevitably, various unpleasantshopping experience keep emerging along with increasingadoption of shopping via virtual storefronts. A successfulonline retailer must be aware of these negative factors andknow how to handle them effectively. This research workinvestigates the perceptions of online shoppers, identifies thecritical incidents leading to consumers' unpleasantexperiences during shopping processes, and gains insightinto the reasons behind these experiences. Furthermore, aset of solutions for increasing customers' satisfaction wereproposed accordingly.
Keywords
- E-commerce
- online shopping
- virtualstor
How to Cite
I-Ching Chen and Shueh-Cheng Hu, "The Dissection of Unpleasant Customer Experience in Electronic Commerce Contexts," Journal of Software, vol. 9, no. 9, pp. 2484-2490, 2014. https://doi.org/ 10.4304/jsw.9.9.2484-2490
Copyright & License
Copyright © 2014 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).