Delighting Consumers Click by Click
通过两项实证研究，发现消费者愉悦感比满意度更能影响购买意愿，并揭示了企业如何通过优化网站质量因素来创造愉悦体验。
The increasing importance of information technology as a means to access and communicate information has prompted firms to enhance their corporate websites to establish relationships with potential and current customers. Likewise, the value of satisfaction has decreased in favor of customer delight. To develop innovative and delighting websites, however, firms require a more detailed understanding of how they can optimize their websites’ user impact. In two empirical studies, this research shows that delight has a stronger impact on purchase intentions than website satisfaction does. This means that companies can benefit from positive repercussions after investing up front to enhance their website. This research also identifies individual website quality factors that firms can manipulate to create delightful consumer web experiences. By examining and distinguishing between their effects on delight and surprise, this research sheds light on how consumers perceive website quality factors. Overall, this research shows how firms can attain customer delight in an online environment and clarifies its effects on consumer behavior.