Online Customer Experience and its Determinants in e-Retailing

(*) Corresponding author

Authors' affiliations

DOI's assignment:
the author of the article can submit here a request for assignment of a DOI number to this resource!
Cost of the service: euros 10,00 (for a DOI)


The purpose of this article is to investigate whether online shopping environment, product value, service quality, and consumer goals (i.e., utilitarian versus hedonic oriented goals) would influence online customer experience and to explore how they impact online customer experience in an e-retailing context. A survey-based quantitative approach is used to examine the effects of online shopping environment, product value, and service quality on online customer experience, as well as the moderating role of consumer goals. With the data collected in China, a multiple regression analysis is conducted to test the hypotheses. The findings suggest that online shopping environment, product value, and service quality would positively affect online customer experience. Furthermore, it is found that consumer goals moderate the influence of online shopping environment and service quality on customer experience, but it did not support that consumer goals moderated the impact of product value on online customer experience. The results give guidance to e-retailers that which variables they should pay attention to and how to effectively use the factors of online customer experience to develop strategies.
Copyright © 2020 Praise Worthy Prize - All rights reserved.


Online Customer Experience; Online Shopping Environment; Product Value; Service Quality; Consumer Goals

Full Text:



B. J. Pine and J. H. Gilmore, Welcome to the Experience Economy, Harvard Business Review, vol. 76, n. 4, pp. 97-105, 1998.

B. H. Schmitt, Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands (The Free Press, 1999).

D. Grewal, M. Levy, V. Kumar, Customer Experience Management in Retailing: An Organizing Framework, Journal of Retailing, vol. 85, n. 1, pp. 1-14, 2009.

P. C. Verhoef, K. N. Lemon, A. Parasuraman, A. Roggeveen, M. Tsiros, L. A. Schlesinger, Customer Experience Creation: Determinants, Dynamics and Management Strategies, Journal of Retailing, vol. 85, n. 1, pp. 31-41, 2009.

S. Elliot and S. Fowell, Expectations versus Reality: A Snapshot of Customer Experience on Internet Retailing, International Journal of Information Management, vol. 20, n. 5, pp. 323-337, 2000.

U. Konus, P. C. Verhoef, S. A. Neslin, Multichannel Shopper Segments and their Covariates, Journal of Retailing, vol. 84, n. 4, pp. 398-413, 2008.

N. M. Puccinelli, R. C. Goodstein, D. Grewal, R. Price, P. Raghubir, D. Stewart, Customer Experience Management in Retailing: Understanding the Buying Process, Journal of Retailing, vol. 85, n. 1, pp. 15-30, 2009.

M. Koufaris, Applying the technology acceptance model and flow theory to online consumer behavior, Information Systems Research, vol. 13, n. 2, pp. 205-223, 2002.

S. Rose, M. Clark, P. Samouel, N. Hair, Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes, Journal of Retailing, vol. 88, n. 2, pp. 308-322, 2012.

M. B. Holbrook and E. C. Hirschman, The experiential aspects of consumption: consumer fantasies, feelings, and fun, The Journal of Consumer Research, vol. 9, n. 2, pp. 132-140, 1982.

B. J. Pine and J. H. Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage (Harvard Business School Press, 1999).

C. Gentile, N. Spiller, G. Noci, How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer, European Management Journal, vol. 25, n. 5, pp. 395-410, 2007.

C. Meyer and A. Schwager, Understanding Customer Experience, Harvard Business Review, vol. 85, n. 2, pp. 117-126, 2007.

T. P. Novak, D. L. Hoffman, Y. F. Yung, Measuring the Customer Experience in Online Environments: A Structural Modeling Approach, Marketing Science, vol. 19, n. 1, pp. 22-42, 2000.

K. K. Boyer and G. T. M. Hult, Customer behavioral intentions for online purchases: An examination of fulfillment method and customer experience level, Journal of Operations Management, vol. 24, n. 2, pp. 124-147, 2006.

Z.Y. Yang and L.Y. He, Goal, customer experience and purchase intention in a retail context in China: An empirical study, African Journal of Business Management, vol. 5, n. 16, pp. 6738-6746, 2011.

Y. Cheolho, Antecedents of customer satisfaction with online banking in China: The effects of experience, Computers in Human Behavior, vol. 26, n. 6, pp. 1296-1304, 2010.

M. L. Sheng and T. S. H. Teo, Product attributes and brand equity in the mobile domain: The mediating role of customer experience, International Journal of Information Management, vol. 32, n. 2, pp. 139-146, 2012.

A. Gopalani and K. Shick, The service-enabled customer experience: a jump-start to competitive advantage, Journal of Business Strategy, vol. 32, n. 3, pp. 4-12, 2011.

T. Slåtten, C. Krogh, S. Connolley, Make it memorable: customer experiences in winter amusement parks, International Journal of Culture, Tourism and Hospitality Research, vol. 5, n. 1, pp. 80-91, 2011.

S. Y. Lam, The effects of store environment on shopping behaviors: A critical review, Advances in Consumer Research, vol. 28, pp. 190-197, 2001.

M. A. Jones, Entertaining Shopping Experiences: An Exploratory Investigation, Journal of Retailing and Consumer Services, vol. 6, n. 3, pp. 129-139, 1999.

A. Mehrabian and J. A. Russell, An Approach to Environmental Psychology (MIT Press, 1974).

T. Kohler, J. Fueller, K. Matzler, D. Stieger, Co-creation in Virtual Worlds: The Design of the User Experience, MIS Quarterly, vol. 35, n. 3, pp. 773-788, 2011.

A. Parasuraman, V. A. Zeithaml, L. L. Berry, Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research, Journal of Marketing, vol. 58, n. 1, pp. 111-125, 1994.

C. Grönroos, Service Management and Marketing: A Customer Relationship Management Approach (John Wiley & Sons, 2000).

M. B. Holbrook, Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay, Journal of Business Research, vol. 59, n. 6, pp. 714-725, 2006.

M. F. Ibrahim and C. N. Wee, Determinants of entertaining shopping experiences and their link to consumer behaviour: Case studies of shopping centres in Singapore, Journal of Retail & Leisure Property, vol. 2, n. 4, pp. 338-357, 2002.

S. Ratneshwar, D. Mick, C. Huffman, The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge, 2000).

E. M. Tauber, Why Do People Shop?, Journal of Marketing, vol. 36, n. 10, pp. 46-59, 1972.

M. J. Arnold and K. Reynolds, Hedonic Shopping Motivations, Journal of Retailing, vol. 79, n. 2, pp. 77-95, 2003.

B. Babin, W. Darden, M. Griffin, Work and /or Fun: Measuring Hedonic and Utilitarian Shopping Value, Journal of Consumer Research, vol. 20, n. 4, pp. 644-656, 1994.

M. F. Ibrahim and N. C. Wee, The Importance of Entertainment in the Shopping Center Experience: Evidence from Singapore, Journal of Real Estate Portfolio Management, vol. 8, n. 3, pp. 239-254, 2002.

R. Brislin, W. Lonner, R. Thorndike, Cross-Cultural Research Methods (Wiley, 1973).

R. A. Kerin, A. Jain, D. J. Howard, Store Shopping Experience and Consumer Price-Quality-Value Perceptions, Journal of Retailing, vol. 68, n. 4, pp. 376-397, 1992.

W. B. Dodds, K. B. Monroe, D. Grewal, Effects of price, brand, and store information on buyers' product evaluations, Journal of Marketing Research, vol. 28, n. 3, pp. 307-319, 1991.

M. A. Jones, K. E. Reynolds, M. J. Arnold, Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes, Journal of Business Research, vol. 59, n. 9, pp. 974-981, 2006.

C. Fornell and D. F. Larcker, Evaluating Structual Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, vol. 18, n. 1, pp. 39-50, 1981.

J. Nunnally, Psychometric Theory (McGraw-Hill, Inc, 1978).


  • There are currently no refbacks.

Please send any question about this web site to
Copyright © 2005-2024 Praise Worthy Prize