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Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes

Susan Rose, Moira Clark, Phillip Samouel and Neil Hair

Journal of Retailing, 2012, vol. 88, issue 2, 308-322

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.

Keywords: E-retailing; Online customer experience; Trust; Satisfaction; Repurchase intention; Structural equation modeling (search for similar items in EconPapers)
Date: 2012
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Handle: RePEc:eee:jouret:v:88:y:2012:i:2:p:308-322