Experiential value in online shopping: Assessing the inclusion of 'personalized informativeness' in experiential value framework to measure their influence on satisfaction, WOM and repurchase intentions

The objective of this research is to put forward a complete model of experiential value in the context of online shopping and measure the impact on customer satisfaction, online repurchase intention and word of mouth. For this purpose, mixed-method research methodology is used with qualitative and quantitative data collection tools. At the qualitative analyses stage, with the participation of 12 industry experts and 22 online shopping consumers in-depth interviews are done and proposed of the research model done. At the quantitative analyses stage, as the first step pilot study is conducted with 235 participants, in which data collection tools and research model are tested. The main survey study is done with 657 participants in order to test the hypotheses of the study with usage of RStudio and Smart PLS. Structural equation model-path analysis is used to test the hypotheses. According to the findings of the study service excellence, product information, online ratings and reviews, access convenience, order tracking services, efficiency, economic value and visual appeal positively influence customer satisfaction. On the other hand, customer satisfaction has positive and significant effect on online repurchase intention and e-WOM. The study's findings offer a basis for further exploration of online retail segments' sweet spot by applying this framework to develop a complete online shopping experience model. By doing so, e-retailers can better understand the various experiential realms of value and tailor their online shopping experiences to meet the unique needs and expectations of their customers.