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Customer online experience concentrates on sensory stimuli and interactions of the customer with the computer. The retailers have reduced control on the purchase behaviour of their customers. The online customer experience requires the customer to have a feeling of control when they are making their purchases. The site should be ease to use and the products available should be customized to meet the needs of the users (Chaffey, and Ellis-Chadwick, 2016).The aspect of 24-hour connectedness ensures that the customers can easily interact with the retailer in the case they need a particular product.

The experimental affective state often influenced by the perceived benefits of the end user the customer expects the site to save the time when they are looking for a particular product, the products should be delivered on time and ought to be affordable than the normal store purchases. The other aspect interlinked to AES is aesthetics; the website should be colourful and attractive to the end user (Chaffey, and Ellis-Chadwick, 2016). The use of images and customer experience stories that have used the products increases the chances of customers purchasing from a particular site.

Later on, we move to the cognitive experimental state that focuses on the flow of items from the virtual stores to the customers. It is four components include interactive speed, telepresence, challenges, and skill (Rose, Samuel, and Hair, 2012). The sites should be constantly updated to ensure that they have the latest products that meet the needs of the customers.

Later on, we move to the element of ensuring that the customer online shopping experience is satisfactory. It focuses on meeting and exceeding the customers’ expectation by guaranteeing safe delivery within the stipulated time. The element focuses on in instilling customer trust in online shopping by having secure means of payments that protect the personal customer information from hackers (Shen, 2012). The last element focuses on online repurchase intention, the provision of quality service and a constant follow up on the customer ensures that the customer will make a repurchase from the site.


Chaffey,D. Ellis-Chadwick, F., Digital Marketing 6th edition, Pearson 2016

Poddar,A.,Donthu,N. & Wei,Y., 2009. Website customer orientations, website quality, and purchase intentions: the role of website personality.Journal of Business Research, 62(4),pp 441-450

Rose,S.,Clark,M., Samuel, P & Hair,N., 2012.Online Customer Experience in e-retailing:An empirical model of Antecededents and Outcomes. Journal of Retailing, 88(2),pp. 308-322

Shen,J.,2012. Social comparison,social presence, and enjoyment in the acceptance of social shopping websites. Journal of Electronic Commerce Research, 13(3),pp.198-212