Purchasing Behaviour

This article discusses the factors affecting purchasing behaviour based on a smooth and bitter experience of buying Dell XPS 13 and Sony Xperia XZ3 online. It highlights the importance of human computer interface design and how it affects the overall experience of online shopping. The article also mentions the impact of online experience, trust, and branding on customer loyalty.

Running head: PURCHASING BEHAVIOUR
Purchasing Behaviour
Name of the student
Name of the University
Author note

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PURCHASING BEHAVIOUR
A purchase transaction that occurred very smoothly was when I bought Dell XPS 13
from the e-commerce portal. I used my internet banking account for paying for the product. I
did not face any kind of hindrance when I bought the product by taking recourse to the
Amazon e-commerce site. It was mentioned that the product would reach me within 4 days
and I was satisfied with the timing of the delivery of the product. I got the warranty card
when I got the product that made me satisfied in relation to the online service. These were the
factors that made me satisfied in relation to this product. The laptop was working perfectly
well that showed that these kind of services were reliable (Korzun et al., 2015).The
emergence of world wide web has made shopping a pleasant experience for everyone and
online shopping has become a user friendly experience. I could look at all the specifications
of the product and purchase the item which made it extremely convenient for me. Amazon is
a trusted brand from which one can buy a product online and when I received the laptop I saw
that it was on the basis of my expectations. It was offered to me at a discount of 20 % that
made it possible for me to buy the product at a cheaper price than that of the market (Huang,
Hsieh & Wu, 2014).The product could be bought from the comfort of home and hence this
helped in creating a positive experience for me. The screen quality of the laptop was good
that showed that internet sales is a secure process and can be relied upon. The laptop had a
comfortable key board and had full-sized key that can greatly facilitate the process of typing
(Collier &Bienstock, 2015). They keyboard was also backlit as had been promised that can
help in easily viewing the keys within that of dimly lit environment. It was mentioned that the
delivery would be within 3 or 4 days and the product was rightly delivered to me in the right
time. I did not have to face any kind of disappointment when buying the laptop online. The
human computer interface design suggests interaction between computer and that of the user
that is supposed to resemble open-ended dialogue (Che et al., 2015).The purchasing of this

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PURCHASING BEHAVIOUR
product online helped in bringing out the fact that computer interface design has extended
beyond that of user behaviour to include that of social computing.
Another attempt of purchase that I felt dissatisfied with was when I was purchasing
Sony Xperia XZ3 in an e-commerce site. I was paying by taking recourse to debit card and
the digital transaction failed when I was making the online purchase. Technical glitch
occurring led the amount to be deducted from my bank account but it was not credited to the
selling party. It proved to be extremely difficult for me to retrieve the amount. I had called up
the customer care of the e-commerce site from where I had purchased the product and I had
to recount to them the reason for which I wanted to give it back. The mobile phone was also
not functioning in the right manner and this could have been averted had I bought it offline. I
could have checked it in the shop and this kind of a disturbance could have been prevented.
The return policy was unclear that created hindrance for me in relation to buying the
product.The customer care informed me that they would be send me a mail that would help in
confirming the fact that they have acknowledged my complaint (Che et al., 2015). They
however did not send me any kind of mail till 2 days that created harassment for me. They
told me that the amount would be re-funded in my bank account but this took place only after
seven days. I had to wait a lot for the money to be re-funded. The product was collected after
10 days by a personnel of the e-commerce company. The drawback of human computer
interface design has been brought out with the help of this experience that shows that it
cannot be of the same level like that of human to human interaction.
The difference between the experiences was on account of the fact that one went
smoothly and provided me with pleasure. The other experience was bitter for me and left a
deep impression in my mind. The internet banking transaction in the scenario when I was
purchasing Dell XPS went completely smoothly whereas in the case of the Sony Xperia XZ3
I had to face a lot of difficulties. The customer care of the e-commerce site was not at all co-

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operativeand after this experience I would have second thoughts when availing the online
service (Bilgihan, 2016).The amount was deducted from my bank account however the
amount was not refunded till the seventh day and I had to worry a lot in relation to this
transaction. The collection of the product was also very late as it got collected after 10 days.
There are different aspects in relation to response selection that is influenced by the control
device that helps in supporting the task that is to be performed. The performance can be said
to be much better in the event of the information being arranged in a manner that can help the
operator in the making of complex decisions. The complex structure of computer design
creates hurdles for the consumers. The problems in relation to computer design pertains to
configuration conflict and it is often found that a device conflicts with that of another one.
This has given rise to the problem relating to online purchase of Sony Xperia XZ3 (Guastello,
2013).

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References:
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of
trust, user experience and branding. Computers in Human Behavior, 61, 103-113.
Che, T., Peng, Z., Lim, K. H., & Hua, Z. (2015). Antecedents of consumers’ intention to
revisit an online group-buying website: A transaction cost perspective. Information &
Management, 52(5), 588-598.
Collier, J. E., &Bienstock, C. C. (2015). A conceptual framework for measuring e-service
quality. In Creating and Delivering Value in Marketing (pp. 158-162). Springer,
Cham.
Guastello, S. J. (2013). Human factors engineering and ergonomics: A systems approach.
CRC Press.
Huang, L. Y., Hsieh, Y. J., & Wu, Y. C. J. (2014). Gratifications and social network service
usage: The mediating role of online experience. Information & Management, 51(6),
774-782.
Korzun, D. G., Kashevnik, A. M., Balandin, S. I., & Smirnov, A. V. (2015, August). The
Smart-M3 platform: Experience of smart space application development for Internet
of Things. In Conference on Smart Spaces (pp. 56-67). Springer, Cham.