There are two models of consumer behavior that need to be deliberated upon when thinking about strategies and actions to take with the eCommerce site:
Expectancy Disconfirmation model and Potential consumers tend to evaluate website services by comparing their expectations with their perceptions and if the perceived service is better than or at least equal to the expected service then the consumer will be satisfied)
Perceived Control Perspective and It has been observed that modern people need to have control over any situations in which they find themselves. The higher the level of control over a website service situation, the higher their satisfaction with the service will be. This is not as simple as it sounds because the service provider needs to maintain control of the service experience.
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