Online customer experience: A literature review

With key developments in global e-commerce, online shopping behavior has become a keen area of interest amongst researchers. Understanding why online shoppers behave the way they do is now gaining importance not only among marketers, but also among various other stakeholders such as academicians, researchers, companies, retailers, and the like. As there are many factors that affect consumers’ online shopping behavior making the scope of research in this area quite vast, this paper takes a detailed approach of only one factor i.e. online customer experience and examines how it plays a role in shaping consumers’ online shopping behavior as well as its implications for online retailers. In the words of Jeff Bezoz (1999), “creating compelling online experiences for cyber customers is the key to competitive advantage on the internet”. Many other researchers across the globe have also highlighted the important role that online customer experience plays in effecting online purchases and shaping consumer behavior. Keeping this in mind, this present paper presents an in-depth analysis of relevant existing literature pertaining to online customer experience.