Abstract
In recent years, people’s acceptance of online shopping has increased markedly with the gradual maturing of e-commerce. The furniture industry in China, along with many other countries, is paying increased attention to the online retail business. The furniture online consumption experience has attracted attention both in academic and industrial fields. The purpose of this paper is to provide a literature review of the furniture online consumption with an aim to extend the concept of consumer experience to the context of online furniture consumption. The paper offers three important contributions for both academics and practitioners. First, it analyzes the main influencing factors of the consumer experience concerning wood furniture online consumption in China. And secondly, it proposes a conceptual framework of furniture online consumer experience (FOCE), which divides online consumption experience into three dimensions: perceived risk experience, emotional experience, and new technology interactive experience. Finally, from a managerial perspective, the authors put forward constructive strategies in terms of furniture online sales. The findings of this study afford practical implications for the improvement of the online shopping experience of consumers for furniture companies.
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