Satisfaction, Frustration, and Delight: A Framework for Understanding How Consumers Interact with Web Sites

Abstract

This research project develops a framework for understanding how consumers interact with Web sites on the Internet. Our goal is to understand the interaction of individuals and Web sites from the perspective of the marketer, or third-party, who has created the site. Internet technology enables marketers to customize their interaction with consumers in order to better meet consumer needs. We are interested in whether and how this works. Our framework builds on four interdependent elements: first, the individual Internet user’s mindset as he/she enters a particular Web site, which includes, importantly, the user’s expectations; second, the Web site itself (consisting of four components: structure, content, connectivity, and malleability); third, the individual/Web site interaction; and fourth, the user’s evaluation of the Web site, which affects behavior.