Rose et al.: Online Customer Experience in E-Retailing: An Empirical Model of Antecedents and Outcomes
17 important questions on Rose et al.: Online Customer Experience in E-Retailing: An Empirical Model of Antecedents and Outcomes
The theoretical understanding of online shopping behavior has received much attention. Less focus has been given to the formation of the customer experience (CE) that results from online shopper interactions with e-retailers. What contributes this study of Rose to this?
What is the purpose of the study of Rose?
What are the 3 main objectives of the study of Rose?
2 Develop a comprehensive theoretical model of OCE that incorporated direct and indirect antecedent variables, OCE component variables and outcome variables based on preexisting theory of customer purchase intention.
3 Test empirically the explanatory model of OCE to find support for the proposed causal relationships.
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How can (online) customer experience be defined? (Rose)
OCE = Cognitive state experienced during navigation
Past experience influences future online behavior. How do Rose view OCE impression formation?
What are the antecedent variables used by Rose?
What are the antecedents of the Cognitive Experiential State (CES)? (Rose)
Which four direct antecedents of optimum online flow state are identified, and therefore included within the OCE model? Tell the 4 hypotheses formulated by Rose.
Hypotheses:
The greater the 1) speed of interactivity when, 2) telepresence experienced by, 3) challenge posed by, 4) level of skill at ... using internet shopping websites, the greater the cognitive experiential state (flow).
Explain 4 antecedents of the Affective Experiential State (AES)? (Rose)
1 Ease-of-use
2 Customization (f.e. personal tailoring of website)
3 Connectedness (ability to connect and share knowledge/ideas with others)
Perceived control is an attitudinal variable that helps explain online customer behavior as technical complexity.
Which 4 hypothesis are formulated by Rose regarding the 4 antecedents of the Affective Experiential State (AES)?
6) The greater the opportunity for customization of internet shopping websites, the greater the lever of perceived control.
7) The greater the level of connectedness when using internet shopping website, the greater the level of perceived control
8 The greater the perception of control when using internet shopping websites, the greater the affective experiential state.
Which 2 remaining variables influencing Affective Experiential State (AES) did Rose hypothesized? Describe them and name the hypothesis.
>> This leads to hypothesis 9: the more aesthetically pleasing internet shopping website are, the greater the affective experiential state
2 Outcome benefits include convenience, price comparison, saving time, enjoyment, and enhanced customer-retailer relationship. They motivate online shopping.
>> This leads to hypothesis 10: The greater the perceived benefits of internet shopping websites, the greater the affective experiential state.
Rose hypothesizes that a relationship exists between the cognitive CES and the affective AES components of OCE. Define AES and CES:
2 AES as the component of OCE 'involves one's affective system through the generation of moods, feelings and emotions'.
Rose proposes that CES is influenced by AES (affective state is best recalled) in the context of OCE.
>> This leads to hypothesis 11: the affective experiential state of the online shopper will influence the cognitive experiential state of OCE.
There are 3 behavioral outcomes of OCE identified: satisfaction, trust and repurchase intention. Explain satisfaction and formulate the 2 hypothesis of Rose?
>> This leads to hypothesis 12 and 14
The greater the level of 12) affective, 14) cognitive experiential state, the greater the level of online shopping interaction.
There are 3 behavioral outcomes of OCE identified: satisfaction, trust
and repurchase intention. Explain trust and formulate the 2
hypothesis of Rose?
>> this leads to hypothesis 13 and 15:
The greater the level of 13) affective, 15) cognitive experiential state, the greater the level of trust in online shopping.
What do the findings of Rose indicate?
What does the study identify regarding CES, AES and flow? What does it support and what not (Rose)?
Summarize what this study of Rose provides?
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