The Double 11 shopping festival has become the largest and most prevalent national shopping festival in China. However, research empirically exploring consumer experience based on the interaction between merchants and online customers in the context of Double 11 is limited. Therefore, this study attempts to empirically test a comprehensive model of the relationship between antecedents and consequents of online customer experience (OCE). Data from 451 valid samples were obtained using an online survey. The research model is assessed using partial least squares analysis. Results suggest that perceived information credibility and familiarity as antecedents of OCE positively influence two dimensions of OCE, that is, cognitive and affective experiences. As the consequence of the OCE model, customers’ behavioral intention is positively affected by cognitive and affective experiences. The study makes contributions toward new knowledge and understanding of how e-retailers can provide effective online experiences for customers.
Shiau, Wen-Lung; Zhou, Mengru; and Liu, Chang, "Online Customer Experience at China’s Double 11 Online Shopping Festival: An Empirical Model of Antecedents and Consequences" (2021). WHICEB 2021 Proceedings. 43.