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Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes |
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| Authors: | Susan Rose Moira Clark Phillip Samouel Neil Hair |
| Institution: | 1. Henley Business School, University of Reading, Greenlands, Henley-on-Thames, Oxfordshire RG9 3AU, UK;2. Kingston Business School, Kingston University, Kingston Hill, Kingston-upon-Thames, Surrey KT2 7LB, UK;3. E.Philip Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Drive, Rochester, NY 14623, USA |
| Abstract: | The theoretical understanding of online shopping behavior has received much attention. Less focus has been given to the formation of the customer experience (CE) that results from online shopper interactions with e-retailers. This study develops and empirically tests a model of the relationship between antecedents and outcomes of online customer experience (OCE) within Internet shopping websites using an international sample. The study identifies and provides operational measures of these variables plus the cognitive and affective components of OCE. The paper makes contributions towards new knowledge and understanding of how e-retailers can provide effective online experiences for customers. |
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