ONLINE SHOPPING EXPERIENCES: A QUALITATIVE EXPLORATORY RESEARCH

Aurélia Michaud-Trévinal (1) , Thomas Stenger (2)

1 CREM - Centre de recherche en économie et management
2 CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722]

This research tackles the issue of shopping experiences in an online environment. Previous studies have already focused on consumption experiences (Holt, 1995; Arnould and Thompson, 2005) and consumer experiences on the web focusing on 'browsing' and 'flow' online (Hoffman, Novak, 1996, 2009). This paper intends to examine online shopping experiences from three aspects: the physical, ideological and pragmatic dimensions. As an exploratory research study, a qualitative research method was used (in France) with four focus groups –thirty-one consumers who differ in terms of age, gender and consumer experience. The results highlighted the three proposed dimensions and underline as core issues online trust (or mistrust), age and online social interactions with friends. The appropriation process of commercial websites is also considered.

Mots clés: online shopping experience; shopping behavior; trust; privacy

Domaines: Gestion et management

Aurélia Michaud-Trévinal, Thomas Stenger. ONLINE SHOPPING EXPERIENCES: A QUALITATIVE EXPLORATORY RESEARCH. Colloquium on European Retail Research, May 2012, Paris, France. ⟨hal-01743624⟩