Examiningonline consumer experience in usinge-commerce platforms in Vietnam: a study ofits antecedents and outcomes

Abstract

This study aims to investigate the causes and effects of online customer experience (OCE) in relation to online shopping services. It is imperative that we have an understanding of the factors that influence the customer experience when using a retailer's mobile application in light of the fact that consumers' expectations for service interactions with retailers are constantly evolving and an increasing number of consumers have begun shopping via mobile applications, but we have a limited understanding of the factors that influence the online customer experience. Utilizing an online survey with a structured questionnaire, data on the relationship between online customer experience and other concepts was collected. The hypotheses were examined using Structural Equation Modeling (SEM). It has discovered that online customer experience in e-commerce in Vietnam benefits from factors such as technology, timeliness, enjoyment, and social influence. Online customer experience (OCE) has a substantial impact on customer loyalty, whereas social influence has a reversed impact on OCE. It was discovered that customer loyalty is a significant outcome factor. Consequently, this study will contribute to the growing body of literature on online customer experience (OCE) and aim to provide a better understanding of the significance of online customer experience when designing marketing strategies for e-commerce platforms in the context of a developing nation.