Purpose – This paper aims to examine consumption behavior to understand how individuals become culturally plural consumers through exploratory research conducted in one of the world's most urban multi‐cultural environments, the UAE. As a starting point consumption was deemed as...

Purpose – The purpose of this paper is to address the gap in the literature on experiential elements of online shopping environments. Design/methodology/approach – The paper uses a theory‐building approach to understand how consumers perceive their experience of the navigation of an online...

Purpose – This study seeks to adopt a holistic approach to consider how consumers perceive online shopping environments. The conceptual model proposes that consumers perceive these environments in terms of their sense‐making and exploratory potential, and it considers the influence of these...