Toward a conceptualization of the online shopping experience |
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| Institution: | 1. University Institute of Technology, University of La Rochelle, 15 rue F. de Vaux de Foletier, Lab. CEREGE, EA-1722, 17 000 La Rochelle, France;2. Institute of Business and Management (IAE), University of Poitiers, 20, rue Guillaume VII le Troubadour, Lab. CEREGE, EA-1722, BP 639-86022 Poitiers Cedex, France;1. Department of Civil and Environmental Engineering, 4027 JEC Building, Rensselaer Polytechnic Institute, 110 8th Street, Troy, NY 12180-3590, USA;2. Department of Civil and Environmental Engineering, 4032 JEC Building, Rensselaer Polytechnic Institute, 110 8th Street, Troy, NY 12180-3590, USA;1. Business School, Taylor''s University, Subang Jaya, 47500, Malaysia;2. Graduate School of Management (GSM), Management and Science University,Shah Alam,40100, Malaysia;3. Razak School of Engineering and Advance technology, Universiti Technologi Malaysia, 54100 UTM, Malaysia;4. School of Management, Multimedia University, Cyberjaya, Malaysia;1. College of Business, Universiti Utara Malaysia 06010 Sintok, Kedah, Malaysia;2. Kulliyah Muamalat, Insaniah University College, 09300 Kuala Ketil, Kedah, Malaysia;3. College of Business, University Tenaga Nasional, 26700 Bandar Muadzam, Pahang;4. College of Legal, Government & International Studies, Universiti Utara Malaysia 06010 Sintok, Kedah, Malaysia;5. School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis,, 01000 Kangar, Perlis, Malaysia. |
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| Abstract: | This research article explores the content of consumers′ experience when they shop online and proposes a first step in conceptualizing the ‘online shopping experience′ (OSE). First, we carried out an extended literature review and proposed an integrative conceptual framework. Then, we relied on a consumers discourse analysis with four focus groups with consumers who differ in terms of age, gender and online shopping experience.We define the OSE and propose a conceptualization through four core dimensions: the physical, ideological, pragmatic and social dimensions. Connections are established between the flow concept and the ‘traditional’ dimensions of experience, and specific shopping values are identified. Moreover, an appropriation process of commercial websites is revealed; beyond purchase intentions and rituals, the OSE is embodied by the use of online tools and patronage routines. Finally, social interactions with Facebook friends are one of the new practices considered. |
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| Keywords: | Shopping Experience Online Consumption Appropriation Facebook |
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