This study aims to examine the role of mobile application atmospherics in enhancing customer experience. Key words: Online shopping experience, Theory of Reasoned Behaviour, Theory of Technology Acceptance Model, Theory of Impulse Behaviour, Flow theory In addition to external stimuli, customer shopping experience depends on internal stimuli, i.e., User Efficiency (UE). It is the proposed that customer belief on User Interface (UI), Service Information Quality (SIQ), Product Information Quality (PIQ) are the external stimuli which are influencing online shopping experience. Based on relevance and need, the variables of online shopping experience which were focused sparse in past papers were included for constructing conceptual framework.

Extensive review of past research papers assisted to identify the variables responsible for cognitive and affective online experiences.

Variables of Cognitive and Affective experiences are identified by connecting TRA, TAM, TIB and FT. Customers may undergo Cognitive Experiential State or Affective Experiential State during online shopping. The dimensions of Online Shopping Experience (OSE) are identified as Online Customer Product Experience (OCPE) and Online Customer Service Experience (OCSE). Conceptual framework is proposed based on literature review. The research paper aims to explore antecedents of online shopping experience by integrating Theory of Reasoned Action (TRA), Theory of Technology Acceptance (TAM), Impulse Buying (TIB)Theory and Flow Theory (FT). before, during, or after the transaction/purchase, between the customer and the service provider. The model highlights the dynamic nature of OCSE by exploring the relative importance of each identified dimension in relation to the stage of the interaction, i.e. Originality/value – Using and validating a new tool of extracting elicit behavioral aggregation, the ECT, the study conceptualizes the online customer service experience, exploring previously unexplored key dimensions of OCSE. Moreover, the study reveals the presence of one previously unexplored key component of the online customer service experience: social presence. In particular, the study identifies that the individual importance of the online customer service experience dimensions differ depending on which stage of the experience, namely prior to, during, or after the transaction the customer is in. The conceptual model extends and expands existing literature on online customer service experience models. Psychological factors consist of the attitudinal based sub-dimensions context familiarity, trust, and value for money. Functionality encompasses the technical attributes of the web vendor, namely the sub-dimensions usability, product presence, communication, social presence, and interactivity. Based on its empirical findings, this article proposes a dynamic conceptual framework of online customer service experience, which incorporates the individual dimensions of the online experience according to the stage of the customer journey.ĭesign/methodology/approach – Using the means–end approach in 62 semi- structured interviews with a representative sample from three countries, and a new tool to elicit behavioral aggregation, the Emerging Consensus Technique (ECT), the author conceptualizes online customer service experience (OCSE).įindings – The study identifies functionality and psychological factors as the two main dimensions of online customer service experience. Despite the belief that providing superb online experiences will influence customers’ online buying behavior, most of the research focuses solely on the controllable factors of the online experience. Purpose – The concept of online customer service experience (OCSE) has recently received great interest from academia and businesses alike.

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