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Toward a conceptualization of the online shopping experience

Author

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  • Aurélia Michaud-Trévinal
  • Thomas Stenger

    (CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

This research article explores the content of consumers 's experience when they shop online and proposes a first step in conceptualizing the 'online shopping experience ' (OSE). First, we carried out an extended literature review and proposed an integrative conceptual framework. Then, we relied on a consumers discourse analysis with four focus groups with consumers who differ in terms of age, gender and online shopping experience. We define the OSE and propose a conceptualization through four core dimensions: the physical, ideological, pragmatic and social dimensions. Connections are established between the flow concept and the 'traditional' dimensions of experience, and specific shopping values are identified. Moreover, an appropriation process of commercial websites is revealed; beyond purchase intentions and rituals, the OSE is embodied by the use of online tools and patronage routines. Finally, social interactions with Facebook friends are one of the new practices considered.

Suggested Citation

  • Aurélia Michaud-Trévinal & Thomas Stenger, 2014. "Toward a conceptualization of the online shopping experience," Post-Print hal-01743643, HAL.
  • Handle: RePEc:hal:journl:hal-01743643
    DOI: 10.1016/j.jretconser.2014.02.009
    Note: View the original document on HAL open archive server: https://hal.science/hal-01743643
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    5. Barari, Mojtaba & Ross, Mitchell & Surachartkumtonkun, Jiraporn, 2020. "Negative and positive customer shopping experience in an online context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Pham, Thi Song Hanh & Ahammad, Mohammad Faisal, 2017. "Antecedents and consequences of online customer satisfaction: A holistic process perspective," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 332-342.
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    8. Gohary, Ali & Hamzelu, Bahman & Alizadeh, Hamid, 2016. "Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 127-142.
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    10. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    11. Cachero-Martínez, Silvia & Vázquez-Casielles, Rodolfo, 2021. "Building consumer loyalty through e-shopping experiences: The mediating role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
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    17. Sundström, Malin & Hjelm-Lidholm, Sara & Radon, Anita, 2019. "Clicking the boredom away – Exploring impulse fashion buying behavior online," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 150-156.

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