Naslov
Negative consumer experiences in online shopping

Autori
Rakušić Cvrtak, Katja ; Plazibat, Ivana ; Lucija, Bilić

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development (Book of Proceedings) / Tipurić, Darko ; Krajnović, Ana ; Recker, Nicholas - Zagreb : Varazdin Development and Entrepreneurship Agency ; University North Koprivnica, Croatia CIRU – Governance Research and Development Centre ; University of Dubrovnik, 2022, 88-96

Skup
80th International Scientific Conference on Economic and Social Development and 10th International OFEL Conference: Diversity, Equity and Inclusion: The Essence of Organisational Well-Being

Mjesto i datum
Dubrovnik, Hrvatska, 01.04.2022. - 02.04.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
online shopping ; negative consumer experience ; social networks

Sažetak
Online shopping is an increasingly common way of purchase that allows consumers to access the desired products and services through various online channels without additional effort and distraction. It is characterized by simplicity and low cost, and the ability to make purchases 24 hours a day, every day of the week. Online shopping is characterized by the wide availability of different product categories, and the ability to compare prices of products and services among different producers. These benefits have prompted many retailers to move their business to an online environment. Even though retailers are aware of the importance of maintaining an adequate products and services quality, and also good communication with consumers, there are still frequent examples of inappropriate approaches by retailers, including online commerce. Therefore, consumers publish their experiences related to online shopping on social networks, various forums, retailers' websites, and specialized sites, especially negative ones, so that other consumers can adequately respond to the experiences of previous consumers. The purpose of this paper is to present the most common forms of negative consumer experiences in the field of online shopping. Qualitative research was conducted using nethnography technique. Social networks and forums with consumer comments were analysed. The most relevant comments were categorized into groups. Majority consumer complaints were related to the: order cancellation under certain conditions unfavourable for the retailer or no reason, no refund, delivery of used products as new, delivery of damaged products or only part of the order, etc.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA