The construction of online shopping experience: A repertory grid approach

Abstract

This paper advances the theoretical understanding of online customer experience in the context of e-shopping. Due to the multidisciplinary nature of experience, the relevant prior theories and definitions vary. This paper explores what an online shopping experience is as constructed by consumers, using their own words. Adopting Kelly's (1955) personal construct theory (PCT), twenty-three repertory grid interviews were conducted and analysed using multi-coder qualitative content analysis (with an inter-reliability score of 76%). The findings highlight the fluid nature of experience and its construction (emotional, perceptual, situational and behavioural). The variations in meaning explored in otherwise mutually agreed abstractions of what an experience is suggest a need for a strong emphasis on the individualistic dynamic nature of experience, both in theoretical and methodological terms. Accordingly, the paper contributes to theory by adopting a holistic approach that allows a definition of experience from the user's perspective, thus challenging current perspectives on the online shopping experience, and particularly on the emotion, risk perception and situational variables. Key managerial implications for online businesses are provided by highlighting the importance of finding better ways of managing the individualistic experience by focusing on dynamic customer journeys.

How Are Negative Customer Experiences Formed? A Qualitative Study of Customers’ Online Shopping Journeys

“…As previous research has dominantly studied the customer experience with providerled approaches and while favoring customer experience measurements [17,18,25], the present study provides new insights by examining customer experience formation through multiple customers' viewpoints, as depicted by customers themselves. Our study adds to the small number of studies [2,26] [10,11,27].…”

“…While the customer experience has been a frequently discussed topic in marketing and information systems research as well as management practice, the collective understanding of the customer experience nevertheless remains limited and fragmented, especially in the online consumption context [2,3]. Researchers have argued that, while the customer management discussion has strongly focused on the service provider perspective [4] and exploratory attempts to conceptualize and measure customer experience outcomes [1], the customer-oriented perspectives have attracted less attention.…”

“…Researchers have argued that, while the customer management discussion has strongly focused on the service provider perspective [4] and exploratory attempts to conceptualize and measure customer experience outcomes [1], the customer-oriented perspectives have attracted less attention. Therefore, it remains unclear what constitutes an experience from a customer's point of view [2] and how customers construct their experiences. Specifically, marketing researchers have recently called for a more thorough understanding of customer perspectives [4,5] and are increasingly recognizing the need to understand the holistic nature of the customer experience.…”

Measuring Consumer Engagement in the Brain to Online Interactive Shopping Environments

“…Pure-play retailers such as ASOS.com have catwalk videos to present their product as they do not have a physical store presence. However, Kawaf & Tagg (2017) report that the novelty of catwalk videos is warring off as consumers are wanting content that is 'closer to real life'. That being said, mall haul videos (vlogs); short videos where influential individuals promote fashion products and express opinion is video content 'close to real life'.…”

Smes’ E-Commerce Adoption Towards Consumer Experience

“…Appropriate e-commerce adoption in a business can create a pleasant e-commerce experience and can have a positive impact on customer satisfaction, repurchases, positive WOM, and brand engagement (Kawaf & Tagg, 2017).…”