Online customer experience: a review and research agenda

被引：0
作者：
Goyal, Mehak [1 ]
Deshwal, Pankaj [1 ]
机构：
[1] Netaji Subhas Univ Technol, Dept Management Studies, New Delhi, India
来源：
INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING | 2024年 / 20卷 / 3-4期
关键词：
customer experience; online customer experience; digitisation; FLOW; TAM; holistic experience; purchase journey; satisfaction; repurchase intention; trust; TECHNOLOGY ACCEPTANCE MODEL; IMAGE INTERACTIVITY TECHNOLOGY; SHOPPING EXPERIENCE; BRAND EXPERIENCE; SERVICE QUALITY; E-COMMERCE; BEHAVIORAL INTENTIONS; PURCHASE INTENTIONS; INTERNET EXPERIENCE; ELECTRONIC COMMERCE;
D O I：
10.1504/IJIMA.2024.139340
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Online customer experience (OCE) in simple terms is the perception made by the customer after interacting with a company's online touch points. This area is crucial for the marketers to form strategies and thus require meticulous research. This study evaluates the literature on OCE and creates a timeline for subsisting knowledge. It reviews the existing theories, approaches and methodologies applied and also present future directions to better understand the uncovered areas in this domain. As this review suggests, further research should focus on the other side of the coin that is how OCE varies in different sectors.
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收藏
页码：229 / 271
页数：44
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