Consumers’ Perception of Online and Offline Dimensions of Shopping Experiences
Consumers’ Perception of Online and Offline Dimensions of Shopping Experiences

Summary/Abstract: The objective of this study is to compare the consumer’s perception of dimensions of shopping experiences in the online and offline shopping context. The experience dimensions were identified on the basis of an extended literature review and empirically verified. The data was gathered by means of both online and pen-and-paper survey. The results show that although both online and offline shopping experiences were positively evaluated by the respondents, the perception of particular dimensions of the shopping experience varied. These preliminary findings show that although both online and offline retailers are able to create memorable experiences, consumers focus on different aspects of the shopping experience in internet and brick-and-mortar stores.

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