Exploring effects of online shopping experiences on browser satisfaction and e‐tail performance

Purpose – The purpose of this paper is to empirically identify categories of online shopping experiences and web site functions facilitating these experiences, and to test the effect of those experiences on browser satisfaction, conversion, and online store performance. Design/methodology/approach – Two analytical methods (survey‐based exploratory factor analysis and secondary data‐based regressions) were employed to test the mediating role of browser satisfaction between online shopping experiences and e‐tail performance for 115 top online retailers during 2006‐2008. Findings – In addition to supporting the existence of such parallel in‐store and online experiences as sensory, cognitive, pragmatic, and relational, a new type of online shopping experience (interactive/engagement) was identified. It comprises customer involvement with the online store and with friends and other shoppers via the online store interface. The mediating role of browser satisfaction in increasing sales and traffic to online stores was confirmed. Research limitations/implications – Future research should account for potential multi‐channel effects of online shopping experiences. Practical implications – Investing in web site features that facilitate such social experiences as product reviews and ratings sharing, and interacting with the site itself (site personalisation and mobile interface), and through the site with others (social networking, wish list, e‐mail‐a‐friend, etc.), can positively influence site visitor satisfaction and lead to increased traffic and sales. Originality/value – This paper is among the first to explore the nature and drivers of online shopping experiences. It uses multi‐method approach to identify which online shopping experiences significantly affect browser satisfaction and, consequently, store performance.