Research Paper On Online Shopping

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 0bn by 2017, up from 1bn in 2013 (Lomas, 2013).

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 0bn by 2017, up from 1bn in 2013 (Lomas, 2013).

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OSE is variously perceived as the frequency of online purchases (Chen ., 2009), engaging customers in a personal way (Pine and Gilmore, 1999) while some definitions emphasize the customer service perspective (Klaus, 2013).

One apparent shortfall in the above perspectives of OSE is that they all view customers as passive receptors of value.

We draw on the foregoing to define OSE as a holistic, internal and subjective responses that ensue when a customer dynamically engages with a firm through a variety of its online channels such as company websites, online community sites, blogs, chat rooms and so on as well as interacting with other customers to co-create value.

Just as it is nearly impossible to find a dominant definition of OSE, its components have also been widely investigated.

The adaptation of existing models of customer experience to meet the needs of emerging markets is therefore becoming urgent and can largely serve to advance services science literature in general and experiential consumption literature in particular.

We selected the African continent because within the past five years, the growth of internet penetration and online shopping has been geometric leading to retail format blurring.But the consumption experience theory emphasizes the utility of group behavior (Verhoef ., 2016).Thus, it is difficult if not impossible to rigorously apply evidences from developed markets in emerging markets.Two broad categories of OSE under seven drivers and five distinct behavioral outcomes of OSE emerged from the study.The two categories of OSE drivers, though unique, widely fit into the existing frameworks of OSE.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.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).The major limitation of this study is that the proposed conceptual model was not empirically tested. The managerial implications of the findings are that in addition to providing superior shopping experience through enhancing the drivers of OSE identified in this study, online retailers must work assiduously to reduce incidents leading to service failures and promptly undertake service recovery actions whenever service failure occurs. https://doi.org/10.1108/JRIM-02-2017-0015 Download as . RIS The retail sector has undergone and will continue to undergo transformation in the coming years, especially as multichannel retailing has become the dominant operating business model for most retailers (Doherty and Ellis-Chadwick, 2010).Online retailers especially those operating in emerging markets will therefore benefit from their service recovery investments if they proactively install processes that enable them to promptly and satisfactorily recover failed services. E-commerce grew at a rate that has even outpaced traditional channels of retailing.