The Dissection of Unpleasant Customer Experience in Electronic Commerce Contexts

摘要

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.