Towards a unified customer experience in online shopping environments : Antecedents and outcomes

Purpose – New developments in e-commerce and m-commerce technologies along with the wide adoption of mobile devices and social media have enabled companies to enhance customers’ shopping experiences and their interaction with brands anytime, anywhere. The purpose of this paper is to develop a theoretical model for a unified online customer experience by drawing from related literature on consumer behavior in the online contexts. Design/methodology/approach – By synthesizing extant consumer behavior and e-commerce literature, this paper seeks further understanding of online customer experience and offers strategies for e-commerce marketers and Web site designers. Findings – The findings of this paper indicate that easiness to locate the Web site/app, ease of use, perceived usefulness, hedonic and utilitarian features, perceived enjoyment, personalization, social interactions and multi-device compatibility are the antecedents of the unified online customer experience. Brand engagement, positive word of mouth (WOM) and repeat purchase are the outcomes of compelling online customer experience. Practical implications – A significant amount of potential revenue is lost globally due to poor online customer experiences, resulting in e-commerce not reach its potential. E-commerce companies should “hook” customers by providing compelling online experiences. Originality/value – Given that customer’s experience has become one of the most important and competitive outcome variable for contemporary companies, the results will benefit e-commerce marketers and Web site designers.