The Customer s Online Experience - 2341 Words

The objective of this report is to examine the customer’s online experience. Research the influence of customers perceived risks and product uncertainty. As well as how technology influences the consumer behaviour. Online customers indicate that they are unsatisfied with the risks they endure while shopping online and much research is needed to evaluate what affects the customers’ online experience. This report focuses on technology as a macro and its effects towards the environment, society as well as the impacts technology has towards consumers. Online shopping has many disadvantages and marketers are researching to find out how the online shopping experience with the help of new technology can be better for the consumer’s enjoyment.†¦show more content†¦The Office for National Statistics (2013) have stated that in 2013, 73% of adults in the UK use the Internet everyday, which is twenty million people more than in 2006. The traditional retail experience is lost by the rise of technology and online shopping (Li et al., 1999). Shopping in stores was once a communal activity: walking in stores, interacting with other individuals, being able to feel the product and trying the product on (Monsuwe et al., 2004, p.115). There are many consumers who still prefer shopping in store and enjoy the shopping experience as opposed to shopping alone at home starring at a screen (Barnes, 2013). Technology should aid the shopping experience online, but there are still many concerns, uncertainties and risks that are involved in the process of buying online. It is evident that technology was created to help humans in making jobs easier and more efficient. Nowadays electronics can perform tasks that seemed to be impossible in the past. Technology has many benefits and drawbacks: it is becoming very complicated, which brings many inconveniences to individuals. The further technology advances, the more it appears to be taking over people’s lives and choices. Individuals have started to allow technology to think and complete tasks on their behalf. Technology has created an unsocial generation in society: people are more involved in their social media sites, such as Facebook and Instagram. Friends