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Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes

Author

Listed:
  • Rose, Susan
  • Clark, Moira
  • Samouel, Phillip
  • Hair, Neil

Abstract

The theoretical understanding of online shopping behavior has received much attention. Less focus has been given to the formation of the customer experience (CE) that results from online shopper interactions with e-retailers. This study develops and empirically tests a model of the relationship between antecedents and outcomes of online customer experience (OCE) within Internet shopping websites using an international sample. The study identifies and provides operational measures of these variables plus the cognitive and affective components of OCE. The paper makes contributions towards new knowledge and understanding of how e-retailers can provide effective online experiences for customers.

Suggested Citation

  • Rose, Susan & Clark, Moira & Samouel, Phillip & Hair, Neil, 2012. "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes," Journal of Retailing, Elsevier, vol. 88(2), pages 308-322.
    • Handle: RePEc:eee:jouret:v:88:y:2012:i:2:p:308-322
    DOI: 10.1016/j.jretai.2012.03.001
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    References listed on IDEAS

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