ONLINE SHOPPING EXPERIENCES: A QUALITATIVE EXPLORATORY RESEARCH

Aurélia Michaud-Trévinal () and Thomas Stenger ()
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Aurélia Michaud-Trévinal: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Thomas Stenger: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université

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Abstract: This research tackles the issue of shopping experiences in an online environment. Previous studies have already focused on consumption experiences (Holt, 1995; Arnould and Thompson, 2005) and consumer experiences on the web focusing on 'browsing' and 'flow' online (Hoffman, Novak, 1996, 2009). This paper intends to examine online shopping experiences from three aspects: the physical, ideological and pragmatic dimensions. As an exploratory research study, a qualitative research method was used (in France) with four focus groups –thirty-one consumers who differ in terms of age, gender and consumer experience. The results highlighted the three proposed dimensions and underline as core issues online trust (or mistrust), age and online social interactions with friends. The appropriation process of commercial websites is also considered.

Keywords: online shopping experience; shopping behavior; trust; privacy (search for similar items in EconPapers)
Date: 2012-05-03
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Published in Colloquium on European Retail Research, May 2012, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01743624

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