Shaping the Online Customer Experience Through Website Elements: An Integrated Framework

Eirini Koronaki (), Aspasia Vlachvei and Anastasios Panopoulos
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Eirini Koronaki: University of Western Macedonia
Aspasia Vlachvei: University of Western Macedonia
Anastasios Panopoulos: University of Macedonia

Chapter Chapter 60 in Advances in Empirical Economic Research, 2023, pp 963-975 from Springer

Abstract: Abstract Websites have been credited as important advertising and direct marketing channels, which have the potential to revolutionize brands. Yet, several significant shifts have been taking place in regarding website elements, from the inclusion of new technologies, the reference to brand elements and the alignment with meaning created on various other social media the company has presence in. These shifts influence the way the online experience is shaped, rendering it crucial to re-examine it. At the same time, there is ongoing discussion about the move toward the relational element of brand engagement. A brand’s online presence and especially its website becomes a crucial asset. This chapter develops a framework regarding how website elements shape the online experience and tests this framework in luxury websites. Managerial and academic implications are discussed.

Keywords: Website elements; Online experience; Luxury goods (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-22749-3_60

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DOI: 10.1007/978-3-031-22749-3_60

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