Exploring Effects of Online Shopping Experiences on Browser Satisfaction and E-tail Performance
Iryna Pentina, A. Amialchuk, David G. Taylor
International Journal of Retail & Distribution Management, vol. 39, pp. 742-758
通俗摘要
This study investigates how the quality of online shopping experiences influences customer satisfaction and retailer performance. Both practical aspects like easy navigation and enjoyable aspects like visual appeal contribute to positive shopping experiences. These experiences directly drive customer satisfaction, which in turn improves key e-commerce metrics including conversion rates and repeat visits. The findings provide actionable guidelines for online retailers seeking to optimize their customer experience.
Key Findings
- Online shopping experience quality significantly affects both browser satisfaction and e-tail performance metrics
- Utilitarian and hedonic experience dimensions both contribute to overall shopping satisfaction
- Website design factors including navigation ease and visual appeal are key drivers of positive shopping experiences
- Positive online shopping experiences translate into higher conversion rates and repeat purchase intentions
研究领域
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