Online shopping experience in an emerging e‐retailing market: Towards a conceptual model

Abstract

AbstractWe develop a comprehensive and integrated framework of online shopping experience (hereafter OSE) from an emerging market perspective. Using a netnographic research method, we content analysed 284 experiential reviews of 2 leading Nigerian e‐retailers. Augmented by the theory of customer engagement, we identify 8 dimensions of OSE that activate shoppers' affective and cognitive states, which consequently lead to 4 behavioural outcomes, namely, internal responses to service experience, external responses to service experience, repurchase intentions, and word of mouth intentions. The proposed dynamic and comprehensive framework reflects all phases of the consumer decision‐making process and demonstrates that OSE has both perceptual and behavioural components. We make 3 important contributions. First, the paper provides a comprehensive and dynamic model of customer experience that encompasses all the stages in the customer decision‐making process by drawing on a new theoretical perspective to demonstrate how the unique attributes of OSE contribute to extant customer experience research. Second, we advance experiential consumption theory by incorporating attributes of OSE evolved through a unique qualitative research method into existing frameworks of customer experience. Third, we compare and contrast findings from an emerging market with research from more mature markets, when they were undergoing similar development patterns. From a managerial perspective, we illustrate how online retailers operating in emerging markets can draw from the experiences of mature markets and understand the key differences between markets so that they can develop customer experience management strategies by concentrating on the most important components of customer experience.