A Grounded-theory-based Study of Customer Offline Experience in the Context of E-Retailing

Abstract

Abstract: Adopting a grounded-theory approach and based on the customers' words on their offline experiences for e-retailing, this paper explores the meaning, antecedents and consequences of customer offline experience in this exclusive context and constructs a model of customer offline experience for e-retailing. It is found that first, customer perceived product uncertainty, including quality, fit and preference uncertainty, plays a key and direct role in the model. Second, customer perceived uncertainty mediates the impact of product factors, channel factors and customer personal factors on customer offline experience. Third, the consequences include buying behaviors and post-purchase behaviors. In addition, environmental factors may have direct impact on customer offline experience. The paper finally discusses the theoretical and practical significance of the results, and points out some limitations of the present study and directions for future studies.

Key words: e-retailing, offline experience, uncertainty, grounded theory

Lu Tingyu, Zhuang Guijun. A Grounded-theory-based Study of Customer Offline Experience in the Context of E-Retailing[J]. Management Review, 2021, 33(7): 190-202.

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