This blog is talk about the consumer online customer experience using the elements proposed by Rose and Hair:
- Information processing
- Perceived ease of use
- Perceived usefulness
- Perceived control
- Trust and risk
According to Rose and Hair, customers can build long term relationship if the companies try to have communication with customers in website. Over the past decade, people’s consumption patterns change with the development of online shopping. Nowadays, many companies should to develop the site to communicate with customers. Many people do not enter the store to purchase merchandise, because they can buy the needed goods on online shop and it will be more convenience and easily. So there are many brand products have established their own website that help the customers to easily search for this brand. For example, I prefer to buy ZARA clothes than buying SABA, I can easily search the website to ZARA clothes on zara.com.
At the same time, when I visited the website on Zara to buy tops I also can search the other products on the same brand. It could contribute to the promotion of products and product marketing. And sometimes, the online shop will have the discounts for product that would make people want to buy more.
Customer online shopping experience the most important step is online payments. That need the customers to trust the website, and depending on the site for payment security management, for example, “no unsolicited email, no pop-up ads, credit cards are accepted…” (10 signs that an online shopping site is secure. 2016). this is also an important factor affecting consumer online shopping experience.
All in all, good site management can bring good shopping experience to customer, and can build long-term relationship with customers.
10 signs that an online shopping site is secure. (2016). Viewed at August 28, 2016
Charlton G 2012,’ Understanding online customer experience: four key trends’, Econsultancy
Prohack, NA, Online payment security,http://www.prohack.info/onlinepayment-security.html
www.zara.com, Viewed at August 28, 2016