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

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.

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► The empirical study tests and finds support for a comprehensive model of online customer experience (OCE).
► OCE is composed of two experiential states: cognitive (CES) and affective (AES).
► Perceived Control is a mediator between three antecedents: Connectedness, Customization, Ease of Use and AES.
► Online customer satisfaction is a mediator between CES, AES and Repurchase Intention.
► Online customer satisfaction has both a direct and indirect relationship with Repurchase Intention via Online Trust.