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Online customer experience in e-retailing: implications for web entrepreneurship

Author

Listed:
  • Angela Eliza Micu

    (Ovidius University of Constanta)

  • Olfa Bouzaabia

    (University of Gabes)

  • Rym Bouzaabia

    (University of Sousse)

  • Adrian Micu

    (Dunarea de Jos University of Galati)

  • Alexandru Capatina

    (Dunarea de Jos University of Galati)

Abstract

Providing consumers with unique experiences and immersing them in original contexts are the goals of web entrepreneurs. Researchers and web entrepreneurs have expressed a particular interest in the online customer experience, agreeing on its importance in creating satisfaction, revisiting intention, e-trust and e-loyalty. This paper explores customer experience in the online retail context. The online customer experience is central in forming customers’ perceptions of expectations of online retailers because this experience is highly personal. However, empirical research on the online customer experience remains scarce. The objectives of this unique study are twofold. The first is to compare the effect of online customer experience on the responses of Romanian and Tunisian customers. The comparative analysis is based on two dimensions of the online customer experience assessment tool. These dimensions are cognitive experiential state (flow) and affective experiential state. The second objective is to examine the contribution of each of these two dimensions in explaining overall perceived value, e-satisfaction, e-trust and repurchase intention in the online context, as well as their effects on web entrepreneurial initiatives. The findings reveal the impact of cultural influences on the constructs embedded in the research framework. The implications for practice relate to the increasing importance of online customer experience in tailoring online marketing campaigns. The implications for web entrepreneurship are clearly emphasised by the pathways from online customer experience to entrepreneurial initiatives. These pathways capture the value of customer-generated content in designing innovative business models.

Suggested Citation

  • Angela Eliza Micu & Olfa Bouzaabia & Rym Bouzaabia & Adrian Micu & Alexandru Capatina, 2019. "Online customer experience in e-retailing: implications for web entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 15(2), pages 651-675, June.
    • Handle: RePEc:spr:intemj:v:15:y:2019:i:2:d:10.1007_s11365-019-00564-x
    DOI: 10.1007/s11365-019-00564-x
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    Cited by:

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    5. McLean, Graeme & Osei-Frimpong, Kofi, 2019. "Chat now… Examining the variables influencing the use of online live chat," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 55-67.
    6. Fernandes, Semila & Panda, Rajesh & Venkatesh, V.G. & Swar, Biranchi Narayan & Shi, Yangyan, 2022. "Measuring the impact of online reviews on consumer purchase decisions – A scale development study," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Daniel A. Sanchez-Loor & Wei-Shiun Chang, 2023. "Experimental study of the effects of structural assurance, personal experiences, and product reviews on repurchase behavior in e-commerce platforms," Electronic Commerce Research, Springer, vol. 23(3), pages 1971-2010, September.
    8. Drăgan, George Bogdan & Ben Arfi, Wissal & Tiberius, Victor & Ammari, Aymen, 2023. "Gravitating exogenous shocks to the next normal through entrepreneurial coopetive interactions: A PLS-SEM and fsQCA approach," Journal of Business Research, Elsevier, vol. 157(C).

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