Toward a conceptualization of the online shopping experience

• Online shopping experience (OSE) has not been conceptualized in the academic literature.
• Three main and intertwined concepts have been studied: consumption, shopping and online customer experiences.
• Consumer discourse analysis leads to retain four core dimensions to conceptualize the OSE.
• The OSE is conceptualized through the physical, ideological, pragmatic and social dimensions.
• Connections with traditional dimensions of experience and forms of interactions are discussed.

This research article explores the content of consumers′ 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.