Customer experience with online shopping : what are the unique experiences customers seek from online shopping?

Abstract

Over the last decade, there has been a great change in consumers' shopping behavior along with technological change. Online shopping is the use of computer technology for better shopping performance. Retailers are busy in studying consumers' behavior to see their attitudes toward online shopping and to meet the demand of online shoppers. Due to my interest in online business, I have also decided to study about customers' attitudes toward online shopping and specifically regarding factors that influence their attitudes. The primary goal of this research is to analyze factors that affect customers' online shopping experience, factors that attract customers from traditional physical shops to online stores. The population selected for this study is mostly NHH students due to limited resources and time. I pursued the collection of quantitative data by using online questionnaire strategy, and the final sample size that is used for this research is 74. The results of the research reveal that among the main three factors selected for this research, which are convenience, interactivity and perceived risk, the most attractive and influencing factors for online shoppers are perceived ease of use, personalization, responsiveness and privacy risk. Results have also shown that WOM and control are of important concern among online shoppers, although they are not main factors that attract customers from using traditional physical shops. This study is expected to not only help online retailers to create successful strategies for online shoppers but also provide a basis for future studies in the felid of online shopping.