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Although customer experience and its behavioral outcomes have been studied through interview methods (Trevinal and Stenger, 2014), emerging consensus technique (Klaus, 2013), survey-based approaches (Gentile ., 2007), these approaches in one way or the other suffer from respondents’ inhibition.Accordingly, they may not reflect the true state of customer experience and behavior in group situations.
Drawing on these evident gaps, this paper therefore sets out to investigate the drivers and the outcomes of online shopping experience (OSE) while also providing deeper insights on how individual consumers behave in group situations through a naturalistic and unobtrusive qualitative research method.
The paper seeks to contribute to service science literature by exploring the unique drivers of OSE and broadening its outcomes to include individual and group behavior through a combination of two unique qualitative research methods. We first explored the meaning and dimensions of OSE and thereafter examined the theoretical foundations of the paper which led to the research questions.
The study also indicates that shoppers seize other shoppers’ reviews as a suitable platform to engage in a wide range of behaviors.
The main theoretical implications include the following: complaint handling is not only a behavioral construct but also a stimulator/driver of online shopping experience; consumer behavior is stimulated more by cognitive drivers; trust is an outcome of OSE which leads to not only electronic word of mouth but also external response to service failure; and shoppers perceive external response to service failure as the last resort and this last resort can be activated by regrets and poor internal response to service failure.
This paper contributes to service science research by proposing a unique belief-attitude-intention model of the drivers and outcomes of OSE on a relatively underexplored field. (2018), "Online shopping experience in an emerging e-retailing market", Journal of Research in Interactive Marketing, Vol. In the USA, for instance, Forrester research predicted that online retail sales will hit $370bn by 2017, up from $231bn in 2013 (Lomas, 2013).
The proposed conceptual model advances the stimulus-organism-response framework, theory of planned behavior, satisfaction theories and shopping behavior literature in several directions. In South Africa, 51 per cent of individuals with internet access shop online; in Kenya, 18-24 per cent individuals shop online (Internet Business Statistics, 2016).This was followed by the methodology, results, summary and discussions.The paper concludes with contributions, limitation and future research directions.The dominant position in the literature is that experience is co-created.Thus, recent definitions of shopping experience are explicit about value and have gone further to perceive customers as participants in value creation and by implication experience co-creation (Bolton ., 2007).Thus, retailers that want to keep their current customers and attract future ones are therefore challenged to explore the potentials of the virtual storefront (Tiago ., 2015).Unfortunately, 45 per cent of leading-edge companies “find tying customer experience investments to business outcomes very difficult” (Harvard Business Review, 2014).., 2009) because current conceptualizations of the construct remain disjointed.Given the depth of customer experience research, definitions of OSE abound.Therefore, this paper aims to investigate the drivers and outcomes of online shopping experience (OSE).A combination of netnography and conversation analysis was used on a pool of qualitative data generated from the Facebook page of a leading online retailer that has online presence in 11 African countries.