Unveiling the Layers of Digital Retail: A Multidimensional Framework of the Online Shopping Experience in an Emerging Market
Keywords:
E-Commerce, Digital Retail, Online Shopping Experience, User Experience (UX), Consumer Behavior, Exploratory Factor Analysis (EFA)Abstract
The rapid expansion of digital commerce has transformed consumer interactions with online retail platforms worldwide. Furthermore, comprehensive empirical models are disproportionately concentrated in developed nations, leaving an empirical gap in emerging market environments. To address these deficiencies, this study establishes and validates a comprehensive, multidimensional framework of the online shopping experience. Utilizing a quantitative research design, data were collected from a screened sample of active e-commerce consumers (N = 179). Measurement adequacy and factorability were verified through a high Kaiser-Meyer-Olkin value (KMO = 0.925) and a significant Bartlett’s Test of Sphericity (p < 0.001). Exploratory Factor Analysis (EFA) using Principal Component Analysis with Varimax rotation revealed a stable, five-factor structure exhibiting exceptional internal consistency (Cronbach's alpha = 0.957) and explaining 64.28% of the cumulative variance. The extracted dimensions include: Interactivity and Personalization (44.61%), Website Quality and Visualization (7.11%), Navigation and Information Accessibility (5.24%), Trust and Reliability (3.81%), and Customer Experience and Loyalty (3.50%). Demographic profiling indicates adoption is overwhelmingly led by young, educated, and digitally active cohorts. Theoretically, this research provides a unified matrix demonstrating that consumers evaluate digital retail environments holistically. The findings provide a data-driven framework for optimizing digital retail platforms through enhanced personalization, usability, information accessibility, and transaction security.
References
Anas, M., Khan, M. N., & Uddin, S. M. F. (2023). Mapping the concept of online purchase experience: A review and bibliometric analysis. International Journal of Quality and Service Sciences. https://doi.org/10.1108/IJQSS-07-2022-0077
Balli, A. (2025). The impact of consumer trust on purchase, satisfaction and loyalty in online shopping. Zenodo. https://doi.org/10.5281/zenodo.16018266
Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Toward a unified customer experience in online shopping environments. International Journal of Quality and Service Sciences, 8(1), 102-119. https://doi.org/10.1108/IJQSS-07-2015-0054
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing Research, 56(3), 1-20.
Cyr, D., Head, M., & Ivanov, A. (2009). Perceived interactivity leading to e-loyalty. International Journal of Human-Computer Studies, 67(10), 850-869.
Davis, Fred D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Demangeot, C., & Broderick, A. J. (2005). Exploring the experiential intensity of online shopping environments. Qualitative Market Research, 8(4), 373-393. https://doi.org/10.1108/13522750610689078
Dholakia, R. R., & Zhao, M. (2009). Retail web site interactivity. International Journal of Retail & Distribution Management. https://doi.org/10.1108/09590550910988011
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping. MIS Quarterly, 27(1), 51-90.
Hafez, M. (2023). Virtual storefronts and real decisions: A study of consumer behavior in e-commerce. SSRN. https://doi.org/10.2139/ssrn.4802236
Hermes, A., & Riedl, R. (2021). Dimensions of retail customer experience and its outcomes. Springer. https://doi.org/10.1007/978-3-030-77750-0_5
Ilieva, G., Yankova, T., Klisarova, S., & Dzhabarova, Y. (2022). Customer satisfaction in e-commerce during the covid-19 pandemic. Systems, 10 (6), 213-213. https://doi.org/10.3390/systems10060213
Jih, W.-J., Lee, S.-F., & Tsai, Y.-C. (2010). Effects of website interactivity on e-loyalty. International Journal of E-Business Research, 6(4), 1-19. https://doi.org/10.4018/JEBR.2010100101
Jin-xiang, Z., Fang-hui, J., & Li-sheng, W. (2006). Customer satisfaction in e-commerce: An exploration of its antecedents and consequences. https://doi.org/10.1109/ICMIT.2006.262240
Kacprzak, A., & Hensel, P. A. K. (2023). Exploring online customer experience: A systematic literature review and research agenda. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12966
Kim, J., Lee, J.-W., & Moon, J. Y. (2001). What makes people visit Internet stores again? Vision: The Journal of Business Perspective, 5(3), 63-74. https://doi.org/10.1177/097226290100500310
Mengüç, F. N. I., & Mishra, U. (2025). A study on customer satisfaction in e-commerce platforms. Indian Scientific Journal of Research In Engineering and Management, 09 (06), 1-6. https://doi.org/10.55041/ijsrem50676
Mittameedi, S. K., Dogra, V., & Sayal, A. (2024). Customer experience in e-commerce: A systematic review. IEEE Access. https://doi.org/10.1109/access.2025.3600729
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33-44.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 101-134.
Pentina, I., Zolfagharian, M., & Michaud-Trévinal, A. (2021). Toward a comprehensive scale of online shopping experiences. Internet Research. https://doi.org/10.1108/INTR-03-2021-0170
Pires, P. B., Perestrelo, B. M., & Santos, J. D. (2025). Unpacking customer experience in online shopping: Effects on satisfaction and loyalty. Journal of Theoretical and Applied Electronic Commerce Research, 20 (3), 245-245. https://doi.org/10.3390/jtaer20030245
Rose, S., Hair, N., & Clark, M. (2011). Online customer experience: A review. International Journal of Management Reviews, 13(3), 24-39.
Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. MIS Quarterly, 30(4), 865-890.
Wolfinbarger, M., & Gilly, M. C. (2002). .ComQ: Dimensionalizing e-tail quality. Social Science Research Network.
Yoo, S.-W., Lee, D. J., & Atamja, L. (2023). Influence of online information quality and website design on user shopping loyalty. Sustainability, 15(4), 3560. https://doi.org/10.3390/su15043560
Downloads
Published
Issue
Section
License
Copyright (c) 2026 American Observer PressBy default, articles published in this journal are available under the journal's standard copyright and access policy. Authors who choose the Open Access option by paying the applicable Open Access Charge will have their articles published under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License. The applicable license will be clearly indicated on each published article.
