Online consumer website commitment: The role of online consumer experience, digital consumer experience and online consumer review / Nina Farisha Isa

Nina Farisha , Isa (2022) Online consumer website commitment: The role of online consumer experience, digital consumer experience and online consumer review / Nina Farisha Isa. PhD thesis, Universiti Malaya.

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Abstract

This thesis is motivated by the need to establish a model covering online consumer experience and buying behaviour. Studies on buying behaviour related to consumer experience are increasing attention to e-commerce environments. Most prior studies, however, have still relied on models developed from studies of pre adoptive and post adoptive of information systems (IS). The applicability to online consumer buying behaviour of findings and models developed from pre and post adoptive of IS is not without question as consumers are not miniature versions of information systems. Consumers face different challenges and opportunities from the usage of information system (IS). The thesis empirically issues on the shopping cart abandonment of decision making in e-commerce process. In line with these issues, three research questions were established. First, what type of experience can consumers have when they interact with the brand product and services in e-commerce website using laptop/PCs and application? Second, how does online consumer experience (OCX) and digital consumer experience (DCX) impact online consumer website commitment (OCWC)? Third, how does OCX and DCX affect the outcome of OCWC with the influence of OCR. The conceptualization of online consumer experience (OCX) and digital consumer experience (DCX) is introduced. This thesis postulates that appropriate online consumer experience (OCX) and digital consumer experience (DCX) to be enabled for making decision in e-commerce environment. A model incorporating aspects of the theory underlying the flow theory Csikszentmihalyi, (1975; 1990) and the decision-making process in e-commerce (Kim and Srivastava, 2007) was developed to describe the causal linkages between the determinants that activate and stimulate online consumer experience (OCX), digital consumer experience (DCX) and online consumer review (OCR) buying behaviour at the initial stage of decision-making process in e-commerce (i.e., information search and evaluation). The first three hypotheses proposes that online consumer experience (OCX) (i., usability, interactivity and aesthetic) have a positive effect on online consumer website commitment (OCWC). The second hypotheses propose that digital consumer experience (DCX) have a positive effect on online consumer website commitment (OCWC). The last hypotheses propose that online consumer review have a positive relationship between online consumer consumer experience (OCX) and digital consumer experience (DCX) on online consumer website commitment (OCWC). The results indicate that online consumer experience (OCX), digital consumer experience (DCX) and online consumer review (OCR) posses by the decision-making process in e-commerce at the initial stages of consumer buying behavior (i.e., information search and evaluation). More significantly, online consumer experience (OCX) and digital consumer experience (DCX) dominate the effect on online consumer website commitment (OCWC). Aesthetic experience dominates the effects on online consumer website commitment at the initial stage of the decision-making process in e-commerce. Usability experience have a negative effect on online consumer website commitment (OCWC). The results also demonstrate online consumer review to be contributing factors to the online consumer website commitment (OCWC). Results indicate that when online consumers have a positive online consumer experience (OCX) and digital consumer experience (DCX) they are more likely to have a positive of attitude towards the website commitment. Another finding is the influence of online consumer review (OCR) at the initial stage of information searh and evaluation. However, online consumer review at the initial stage do not contributing to the relationship between online consumer experience (OCX) and digital consumer experience (DCX). In conclusion, online consumer experience (OCX) and digital consumer experience (DCX) display an important role as antecedents to online consumer website commitment (OCWC). Online consumer experience (OCX) dimensions of aesthetic also display important roles as stimulators at the initial stage of buying behaviour. Thus, apart from requiring a good brand of products and services, online consumers also require appropriate of online consumer experience when searching the information and evaluation of the brand products and services from the e-commerce website.

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