ONLINE SHOPPING EXPERIENCE: A QUALITATIVE SURVEY

Aurélia Michaud-Trévinal () and Thomas Stenger ()
Additional contact information
Aurélia Michaud-Trévinal: ULR - La Rochelle Université
Thomas Stenger: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université

Post-Print from HAL

Abstract: This research tackles the issue of shopping experience 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 experience 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 issue the pragmatic dimension of online shopping experience. Indeed, if the ideological aspect of shopping experience has already been discussed, as well as some of the concrete elements of the shopping experience online, some key aspects of online shopping experience have been pointed out, for instance the social interactions with friends. Above all, the appropriation process of commercial websites is here underlined; beyond purchase intentions, shoppers have different uses and rituals with Internet tools, that characterize different online shopping experiences.

Keywords: shopping behavior; appropriation; online shopping experience (search for similar items in EconPapers)
Date: 2012-05-18
References: Add references at CitEc
Citations:

Published in Academy of Marketing Science Annual Conference, May 2012, New Orleans, United States

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01743634

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().