The Influence of Online Store Perception on Customer Behavior in the Experiential Marketing Context

Customer experience is an important consideration in the establishment and maintenance of long term relationship between firms and their customers. The purpose of this study was to propose and test an integrative model for examining the relative influence of online store perception on customer behavior. The empirical results showed that physical presence, competence, and enjoyment were the important variables to enhance utilitarian value, experiential value and trust. It is important to afford enjoying experience even if the product seems to be utilitarian. The findings also revealed that utilitarian value, experiential value, and trust combine to determine the online store loyalty. Thus, creating and maintaining customer experience is an appropriate and necessary strategy for increasing customer loyalty.