Re-examining online customer experience to include purchase frequency and perceived risk

•This research examines the emerging field of online customer experience.•The study examines antecedents and their influence on satisfaction and repurchase.•The model also examines the relationships between risk, trust, satisfaction and repurchase.•The study provides insights into two shopper segments, frequent and infrequent.•The study highlights the implications of OCE for ongoing management.

This research examines the important emerging area of online customer experience (OCE) using data collected from an online survey of frequent and infrequent online shoppers. The study examines a model of antecedents for cognitive and affective experiential states and their influence on outcomes, such as online shopping satisfaction and repurchase intentions. The model also examines the relationships between perceived risk, trust, satisfaction and repurchase intentions. Theoretically, the study provides a broader understanding of OCE, through insights into two shopper segments identified as being important in e-retailing. For managers, the study highlights areas of OCE and their implications for ongoing management of the online channel.