Online customer experience in e-retailing: implications for web entrepreneurship

  • Angela Eliza Micu
  • Olfa Bouzaabia
  • Rym Bouzaabia
  • Adrian Micu
  • Alexandru CapatinaEmail author


Providing consumers with unique experiences and immersing them in original contexts are the goals of web entrepreneurs. Researchers and web entrepreneurs have expressed a particular interest in the online customer experience, agreeing on its importance in creating satisfaction, revisiting intention, e-trust and e-loyalty. This paper explores customer experience in the online retail context. The online customer experience is central in forming customers’ perceptions of expectations of online retailers because this experience is highly personal. However, empirical research on the online customer experience remains scarce. The objectives of this unique study are twofold. The first is to compare the effect of online customer experience on the responses of Romanian and Tunisian customers. The comparative analysis is based on two dimensions of the online customer experience assessment tool. These dimensions are cognitive experiential state (flow) and affective experiential state. The second objective is to examine the contribution of each of these two dimensions in explaining overall perceived value, e-satisfaction, e-trust and repurchase intention in the online context, as well as their effects on web entrepreneurial initiatives. The findings reveal the impact of cultural influences on the constructs embedded in the research framework. The implications for practice relate to the increasing importance of online customer experience in tailoring online marketing campaigns. The implications for web entrepreneurship are clearly emphasised by the pathways from online customer experience to entrepreneurial initiatives. These pathways capture the value of customer-generated content in designing innovative business models.


Online customer experience E-satisfaction Perceived value E-trust Online repurchase intention E-retailing Cross-cultural studies 



This research was supported by a grant from the Romanian Ministry of Research and Innovation, CCCDI – UEFISCDI, project number PN-III-P1-1.2-PCCDI-2017-0800 / 86PCCDI/2018 - FutureWeb, within PNCDI III.


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Authors and Affiliations

  1. 1.Ovidius University of ConstantaConstantaRomania
  2. 2.University of GabesZrig EddakhlaniaTunisia
  3. 3.University of SousseSusahTunisia
  4. 4.Dunarea de Jos University of GalatiGalatiRomania

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