The Dissection of Unpleasant Customer Experience in Electronic Commerce Contexts

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.