Customer Experience in Online Shopping: A Structural Modeling Approach. Issue 1 (1st January 2019)

• Record Type: Journal Article
• Authors: Bhattacharya, Arijit; Srivastava, Manjari; Verma, Sanjeev
• Is Part Of: Journal of global marketing. Volume 32:Issue 1(2019)
• Page Start: 3
• Page End: 16
• Publication Date: 2019-01-01
• Subjects: Online customer experience -- retailer credibility -- electronic word of mouth -- customer satisfaction -- repurchase intention -- time availability; Export marketing -- Periodicals; Marketing -- Periodicals; 658.84
• DOI: 10.1080/08911762.2018.1441938
• Languages: English
• ISSNs: 0891-1762

Abstract

ABSTRACT: Online retail's rapid growth in India has triggered both untapped growth opportunities and challenges to maintain consumer "stickiness" to retailer websites. In this context, online customer experience (OCE) has emerged as a strategic differentiator for sustainable competitive edge. However, there is a paucity of empirical research in this field. Therefore, drawing on extant literature and qualitative research of online shoppers, this study proposes an integrated model of OCE with antecedents, components, and outcome variables. Data for this study were collected from Indian online shoppers; the data are empirically tested along with the moderating effect of time availability on OCE. Results of the study largely support the model and contribute to knowledge creation on OCE in the Indian context and to strategy development for online retailers.