A Framework of Online Customer Experience: An Indian Perspective

Abstract

With the rapid adoption of online retailing in India, retailer focus has undergone a paradigm shift. From service and relationship focus, online retailers now focus on customer experience as a strategic differentiator for sustainable competitive advantage. In this context, the aim of this article is to conceptualize and empirically test an integrated model of online customer experience (OCE) with antecedents, components and outcome variables along with the role of the moderating role of gender using structural equation modelling. Overall, results support the proposed model and confirm the relationships drawn from the literature. The study contributes to knowledge creation in the OCE domain. Implications for both research and practice are discussed along with limitations and future research directions.