Cognitive and Affective Experience in Online Shopping: Findings from Pure-Click Customers in Indonesia

Simanjuntak, Evi Rinawati; Herlina, Caroline

doi:10.1007/978-981-10-0986-0_7

Cited by 1 publication

(3 citation statements)

References 14 publications

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“…However, integrated customer service (one of the other aspects of PC in this study) was more influential on ACE and did not have a significant effect on ACE. Other authors also found possible evidence of a non-equivalent effect of cognitive and affective aspects of the customer experience, using different models and measures of customer experience that were used here (Banerjee, 2014;Hossain et al, 2019;Mainardes et al, 2020;Mustikasari et al, 2021;Simanjuntak and Herlina, 2016). The present study elaborated on these findings by showing that CCE and ACE have different effects on consumer behaviours like repurchase intentions and word-of-mouth intentions.…”

Section: Discussionmentioning

confidence: 51%

“…, 2020; Mustikasari et al. , 2021; Simanjuntak and Herlina, 2016). The present study elaborated on these findings by showing that CCE and ACE have different effects on consumer behaviours like repurchase intentions and word-of-mouth intentions.…”

Section: Discussionmentioning

confidence: 99%

“…This effect was partially mediated by overall customer satisfaction (Mustikasari et al, 2021). A study in Indonesia did investigate cognitive and affective experience directly in the context of online shopping (Simanjuntak and Herlina, 2016). These authors investigated cognitive states and experiential affective states as factors in online shopping satisfaction and trust, rather than directly in purchase intention.…”

Section: Customer Experience and Customer Behaviourmentioning

confidence: 99%

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The customer experience in Thailand's multichannel retail environments

Sombultawee

Tansakul

2022

APJBA

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PurposeThe purpose of this paper is to investigate cognitive and affective customer service in Thailand's maltichannel retail environment. The research used the stimulus–organism–response model of consumer behaviour. The study's theoretical framework incorporated the multichannel service quality framework (Sousa and Voss, 2006) and a decomposed measure of customer experience, including cognitive and affective customer experience (Gao et al., 2021). Outcomes investigated included repurchase intention and word-of-mouth intention.Design/methodology/approachA quantitative survey of Thai consumers (aged 18 and over) who had purchased from multichannel retailers at least one time in the past year (n = 502) was conducted. Data were collected online and analysed using a structural equation modelling approach.FindingsSignificant factors in cognitive customer experience and affective customer experience included breadth of channel choice, transparency of channel, content consistency and process consistency. Effects differed in strength on these effects. Cognitive customer experience and affective customer experience influenced repurchase intention and word-of-mouth intention, with a stronger effect from affective customer experience.Originality/valueThis research presents an integrative model for customer experience in multichannel marketing, incorporating a well-established model of multichannel service quality and a decomposed measure of customer experience. It also illustrates the difference between cognitive customer experience and affective customer experience, which have different effect sizes from antecedents and different effects on outcome variables. This finding is a significant theoretical advancement.

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