Determinants of Ordinary and Extraordinary Online Shopping Experiences: A Consumer-Centred Analysis
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Abstract
The advent of the Internet and its proliferation across the globe in the 20th century changed people’s traditional shopping behaviours and experiences. The Internet shifted from the traditional mortar and brick or physical stores to an online shopping experience. Online shopping has become an increasingly popular and convenient way to purchase goods and services. With the convenience of shopping from anywhere at any time, people build reliability on the service. Understanding how consumers draw happiness from online shopping sites stemming, from their design to communication with buyers would significantly inform online service designers, developers, and managers on how to tailor the sites for elated competitive edge. Therefore, the research primarily assessed factors defining ordinary and extraordinary online shopping consumer experience. A descriptive research design was adopted, and a questionnaire survey strategy was used to guide the data collection. Data was collected from 272 respondents and analysed descriptively using MS Excel and inferentially using SPSS version 22. The results are entirely presented in tables. User-friendliness of the online shopping websites was found to be the most vital factor in defining ordinary shopping motivation and customer experience (M = 6.029, SD = 2.262), proceed by Fast and convenient shipping (M = 5.710, SD = 1.989), variety of secure payment options (M = 5.426, SD = 2.039) and lastly, Customer reviews and ratings (M = 5.074, SD = 1.912). Loyalty program (M = 5.960, SD = 2.263) was ranked as the most crucial extraordinary factor, followed by the availability of a wide selection of products (M = 5.426, SD = 1.873) and lastly, personalised recommendations based on your browsing and purchase history (M = 5.368, SD = 2.100). Correlational analysis showed that all seven factors had a strong positive significant correlation with each other. The research demonstrates what defines the factors for the ordinary and extraordinary online shopping experience and shows the interrelationship between ordinary and extraordinary factors. This deepens our understanding of the process of earning the customers’ trust and brand loyalty in the online shopping experience.
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