A Conceptual Approach to Understanding the Customer Experience in E-Commerce: An Empirical Study

• Type: Article in International Scientific Journal
• Date: 2024

Authors

Pires, PB (Author) Other; Prisco, M (Author) Other; Catarina Delgado (Author) FEP; Santos, JD (Author) Other

Journal

Title: Journal of Theoretical and Applied Electronic Commerce Research

Vol. 19

Pages: 1943-1983

ISSN: 0718-1876

Publisher: MDPI

Indexing

ISI Web of Knowledge - 1 Citation

Scopus - 1 Citation

Other information

Authenticus ID: P-011-4MK

DOI: 10.3390/jtaer19030096

Abstract (EN): This study aimed to identify the constructs related to customer experience that underpin e-commerce, as well as their interconnections, to develop a comprehensive conceptual model based on theories-in-use. A quantitative approach was employed through a survey of 441 respondents. Data analysis was conducted using partial least squares structural equation modeling. The research findings revealed that there are a total of 11 constructs: customer experience, customer satisfaction, customer loyalty, word-of-mouth, trust, perceived risk, security and privacy, web content, perceived price, perceived value, and service quality. Furthermore, twelve relationships were established between these constructs, which led to the development of a holistic conceptual model. The identified constructs and the relationships between them are hierarchized, which has practical implications for businesses. It allows them to concentrate on operational activities and formulate and implement strategies that are valued by consumers and supported by empirical evidence. The originality and value of this research lie in the conception and development of a comprehensive e-commerce model, which includes eleven constructs and twelve relationships. It also highlights the pivotal role of the customer experience.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 41