When all these attributes are in confluence, completed transactions will result in customer experience consistent with customer expectations. When customer experience does not reach customer expectations across all attributes, transactions will be abandoned and e-commerce irregularities will persist. The desirable state of equilibrium, in which there exists a high level of e-commerce satisfaction, can only be achieved when vendors strive to meet all these transaction attributes. In a nascent market, such as the Internet, the market forces and communication links between customers and vendors are not mature enough to drive toward a healthy equilibrium. Thus it is incumbent upon the FTC, market enablers and vendors to expedite this process.
Market equilibrium is achieved when customer transaction expectations are fulfilled.
Understanding the Consumer Extensive data has been published that traces consumers' reluctance to complete transactions over the Internet to the specific factors identified in this equation. The consumer's unwillingness to complete a transaction is simply a lack of confidence in the process, driven, in a large part, by their inability to readily ascertain and evaluate these transaction issues. Current vendor disclosures available to consumers on web sites is either inadequate, incomprehensible, not credible, or ignored. Understanding The Consumer, cont'd. This AAA status is in terms of both the personal information conveyed and their ability to pay.