A Framework of Online Customer Experience: An Indian Perspective

Bhattacharya, Arijit; Srivastava, Manjari

doi:10.1177/0972150918778932

Cited by 28 publications

(21 citation statements)

References 88 publications

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“…In this study, direct and indirect effects of flow experience dimensions on online repurchase intention were investigated. The study of Bhattacharya and Srivastava (2020) in online retailing is the only study examining the impact of online experience on online repurchases intention. In that study, flow experience variables were discussed in two dimensions.…”

Section: Introductionmentioning

confidence: 99%

Analysing flow experience on repurchase intention in e-retailing during COVID-19

Kazançoğlu

Demir

2021

IJRDM

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PurposeThe aim of this paper is to analyse the effects of flow experience on repurchase intention. In this context, this paper examines the mediating role of e-customer satisfaction during COVID-19 pandemic. This study is based on flow theory using two consequent factors, which have not been investigated together previously.Design/methodology/approachA questionnaire consisted of flow experience dimensions and e-customer satisfaction, repurchase intention. An online survey was conducted with 478 consumers who experienced flow in online shopping. Exploratory factor analysis and structural equation modelling were used to test research hypotheses. The research study data were collected between 20 March and 31 May 2020, during the spread of COVID-19.FindingsTelepresence, concentration and control dimensions of flow experience have a significant effect on e-customer satisfaction. In addition, it was determined that the change in repurchase intention was caused by concentration and telepresence dimensions of flow experience. Therefore, it was found that e-customer satisfaction has a significant effect on repurchase intention. As a result, it was determined that e-customer satisfaction has a partial mediating role in the effect of flow experience dimensions of telepresence, concentration and control, and a full mediating role in the effect of flow experience dimension of time distortion on repurchase intention.Research limitations/implicationsThe limitations of the study are that research was conducted on only one retail company and a limited number of participants were reached. In addition, some flow experience dimensions were excluded in the study, constituting another limitation.Originality/valueThis paper contributes flow theory literature by modelling flow dimensions as an independent variable that affects e-customer satisfaction and repurchase intention. In addition, different dimensions of flow experience in online retailing have been discussed, and no study has been found that discusses flow experience dimensions (goal clarity, enjoyment, curiosity, control, telepresence, time distortion, concentration) together. This study conducted during COVID-19 pandemic would produce a different perspective on flow experience in e-retailing

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Section: Introductionmentioning

confidence: 99%

Analysing flow experience on repurchase intention in e-retailing during COVID-19

Kazançoğlu

Demir

2021

IJRDM

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“…It is defined as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service" (Schrepp et al, 2014, p. 384). Scholars divide user experience into two types: cognitive and affective experience (Bhattacharya and Srivastava, 2020;Molinillo et al, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Understanding Ant Forest continuance: effects of user experience, personal attributes and motivational factors

Ashfaq

Zafar

Malik

et al. 2021

IMDS

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PurposeTechnology has emerged as a leading tool to address concerns regarding climate change in the recent era. As a result, the green mobile application – Ant Forest – was developed, and it has considerable potential to reduce negative environmental impacts by encouraging its users to become involved in eco-friendly activities. Ant Forest is a novel unexplored green mobile gaming phenomenon. To address this gap, this study explores the influence of user experience (cognitive experience and affective experience), personal attributes (affection and altruism) and motivational factors in game play (reward for activities and self-promotion) on the continuation intention toward Ant Forest.Design/methodology/approachThe authors assessed the data using partial least squares structural equation modeling (PLS-SEM) for understanding users' continuation intention toward Ant Forest.FindingsThrough a survey of 337 Ant Forest users, the results reveal that cognitive and affective experiences substantially affect Ant Forest continuation intention. Personal attributes and motivational factors also stimulate users to continue using Ant Forest.Originality/valueThe authors build and confirm a conceptual framework to understand users' continuation intention toward a novel unexplored Ant Forest phenomenon.

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“…As for the EWOM and involvement variables, they were based on the items used by [76]. In the third part, which refers to consumption habits and preferences, reagents were adapted from the survey conducted by [77,78] on cinema consumption habits, as well as from the National Survey of Consumption and Perception of Mexican Cinema [79][80][81][82]. Finally, demographic data were requested from the participants concerning their place of residence, age, gender, occupation, degree of studies, marital status, and income.…”

Section: Sample and Measurement Instrumentmentioning

confidence: 99%

Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior

et al. 2021

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The present research aims to determine which factors of the theory of planned behavior most influence the intention to watch Mexican movies, and, at the same time, to measure the impact of eWOM and the level of audience involvement in the intention. For this purpose, an online questionnaire was applied through social networks, obtaining a sample of 334 Mexican people over 18 years old. The data were analyzed using a partial least squares structural equation model (PLS-SEM). The results confirmed that the variables that explained the intention to watch Mexican movies were attitude, perceived purchase control, and involvement, with the latter being the attitude variable the one that contributed the most to intention. The present research contributes to the literature on movie consumption in Mexico with an empirical perspective from the marketing field.

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A Framework of Online Customer Experience: An Indian Perspective

Cited by 28 publications

References 88 publications

Analysing flow experience on repurchase intention in e-retailing during COVID-19

Analysing flow experience on repurchase intention in e-retailing during COVID-19

Understanding Ant Forest continuance: effects of user experience, personal attributes and motivational factors

Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior

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