Towards Understanding the Formation and Impact of E-service Failures

摘要: E-service failure has been the bane of e-commerce by compelling consumers to abandon transactions entirely or switch brick-and-mortar establishments. Yet, despite downsides e-service failures, there not a study to-date that systematically investigates how perceptions arise within online transactional environments and their impacts on consumer behavior. Departing from multi-attribute utility approach prevalent in conventional research, this advances typology goal-directed perspective. Assimilating Lee Ariely’s (2006) shopping goal theory with Van Osselaer et al.’s (2005) classification goals, it is contention when transacting online, are only motivated (1) purchase product suited extrinsic requirements (i.e., consumption goals) personal preferences criterion while enjoying experience process goals), but they also seeking ways (2) translate what often elusive intentions into tangible objectives (goal activation) achieve those most efficacious manner implementation). Consequently, failures can be delineated according type consumption, process) target stage activation implementation) at which occur. A research model then constructed testable hypotheses derived. To empirically validate model, 3x3 experimental design proposed elaborated. The experiment employs 3 (Type Failure: Activation Success + Implementation Failure; Failure Success) x Goal: Consumption; Criterion; Process) between-subjects factorial will conducted. totally separate control group without any form deficiency (Activation across three categories incorporated contrast differences consumers’ perceptions, attitudes behaviors arising distinction between presence absence implementation given successful goals. It anticipated empirical findings our serve inform academics practitioners on: different types eservice manifest websites, and; impact intentions. Conceptually, designed verify veracity challenge premise underlying past Theories like EDT have contended expectations previous experiences baseline assess future transactions. if we were establish as prerequisite for arise, imply prior might pertinent affecting behavior, goals—which activated through immediate interactions website—may more salient influence. Additionally, represents an opportunity demonstrating occur reality explaining why each less effective Pragmatically, offer cautionary advice vigilant web interface so avoid activating unwanted especially website ill-equipped fulfill them. Further, provide guidelines benchmarks designing error-free websites. Finally, acts pre-requisite uncovering corresponding recovery mechanisms offered websites alleviate disappointment feelings dissatisfaction event failures.