Customer Experience Formation in Online Shopping: Investigating the Causes of Positive and Negative Emotions During a Visit to an Online Store

Author(s):  
Tiina Kemppainen ◽  
Markus Makkonen ◽  
Lauri Frank
2017 ◽  
Vol 7 (1) ◽  
pp. 64-78 ◽  
Author(s):  
Ilias O. Pappas ◽  
Panos E. Kourouthanassis ◽  
Sofia Papavlasopoulou ◽  
Vassilios Chrissikopoulos

This research examines the combined effect of positive and negative emotions on online shopping behaviour when customers use personalised services. Data from 421 customers, experiences with personalised online shopping, were used to empirically validate the effect of the level of emotions of different valence and intensity on their intention to purchase online. The findings suggest that as the intensity of positive emotions increases, shoppers are more willing to purchase from the online store. Nevertheless, this association is statistically significant only in those cases that the sample exhibits low intensity of negative emotions. Moreover, an increase on the intensity of negative emotions tends to reduce shoppers' intentions to purchase. Results show that online vendors should aim to induce positive emotions since they are more important that negative ones. This paper offers a first step in evaluating the multidimensional role of emotions in personalised e-commerce.


2020 ◽  
Vol 3 (8) ◽  
pp. 59-68
Author(s):  
A. M. MAGOMEDOV ◽  

The pandemic has made significant adjustments to the structure and content of distance selling. During the quarantine, shoppers quickly adapted to online shopping, and a new sustainable buying habit was formed - online shopping. This customer experience is intended to be the fifth “P” of the online marketing mix. Strategic miscalculations in the promotion of online stores lead to the fact that many of them are closed without earning a single ruble. The article offers strategies for the phased promotion of an online store.


Author(s):  
Lukasz D. Kaczmarek ◽  
Todd B. Kashdan ◽  
Maciej Behnke ◽  
Martyna Dziekan ◽  
Ewelina Matuła ◽  
...  

AbstractWhen individuals communicate enthusiasm for good events in their partners' lives, they contribute to a high-quality relationship; a phenomenon termed interpersonal capitalization. However, little is known when individuals are more ready to react enthusiastically to the partner's success. To address this gap, we examined whether positive and negative emotions boost or inhibit enthusiastic responses to partner's capitalization attempts (RCA). Participants (N = 224 individuals) responded to their partner's success. Before each capitalization attempt (operationalized as responses following the news that their partner won money in a game), we used video clips to elicit positive (primarily amusement) or negative (primarily anger) or neutral emotions in the responder. We recorded emotional valence, smiling intensity, verbal RCA, and physiological reactivity. We found indirect (but not direct) effects such that eliciting positive emotions boosted and negative emotions inhibited enthusiastic RCA (smiling intensity and enthusiastic verbal RCA). These effects were relatively small and mediated by emotional valence and smiling intensity but not physiological reactivity. The results offer novel evidence that positive emotions fuel the capitalization process.


2020 ◽  
Vol 28 (4) ◽  
pp. 349-360
Author(s):  
Syed Muhammad Fazal-e-Hasan ◽  
Hormoz Ahmadi ◽  
Gary Mortimer ◽  
Harjit Sekhon ◽  
Husni Kharouf ◽  
...  

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