Models of Customer Experience for B2C E-Commerce Enterprises

Models of Customer Experience for B2C E-Commerce Enterprises

Yilei Pei (Beijing Union University, China), Wanxin Xue (Beijing Union University, China), Dandan Li (Beijing Union University, China) and Yong Su (95997 Unit of PLA, China)
Copyright: © 2018 |Pages: 12
DOI: 10.4018/978-1-5225-2599-8.ch019
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Abstract

With the rapid development of E-commerce, more and more E-commerce enterprises attach great importance to customer experience, and B2C E-commerce enterprises make no exception. The good customer experience can promote customers' perception of the service level of B2C E-commerce enterprises. Based on previous research literature, the research elaborates effect factors of customer experience of B2C E-commerce enterprises, such as website usefulness, website ease of use, transaction costs, customer involvement and Internet word of mouth; establishes the model of customer experience of B2C E-commerce enterprises based on the technology acceptance model and points out the directions for future research.
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Review Of Literature

Online Customer Experience

Hoffman (2009) proposes flow experience and conceptualizes it as the state occurring during network navigation, which is characterized by seamless sequence of responses facilitated by machine interactivity, intrinsically enjoyable, accompanied by a loss of self-consciousness, and self-reinforcing.

Watchfire (2000) define web experience as the consumer’s whole perception about the online company.

Lemke (2011) adopt a value-in-use approach to understand customer experience and propose it is co-created by an alignment between the customer's goals and an organization's offering. Kohler (2011) and Rose (2012) propose given the nature of Web 2.0 technology, in virtual environments, the customer and retailer jointly co-create experiences.

Trevinal and Stenger (2014) defines online shopping experience (OSE) and propose a conceptualization through four core dimensions: the physical, ideological, pragmatic and social dimensions. The physical dimension relies on time management and distortion, and the web design and aesthetics of the commercial websites; the ideological dimension is mainly revealed through the shoppers’ orientations, the values associated with online shopping and the rituals that the shoppers organize; the pragmatic dimension is mainly distinguished by patronage routines and various uses of online tools; the social dimension involves direct online social interaction with friends, the companions’ presence and online consumer reviews.

According to the literature review above, this paper puts forward to the definition of E-Commerce customer experience. It is the process in which customers obtain the special feeling, form cognition and evaluation, thus affect the meeting of psychological demands and decision making through a set of shopping conditions and environments and interactive service that E-Commerce websites and operators provide.

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