Journal of Internet Commerce

ISSN: 1533-2861 (Print) 1533-287X (Online) Journal homepage: https://www.tandfonline.com/loi/wico20

An Investigation of Online Shopping Experience on

Trust and Behavioral Intentions

Lee Hao Suan Samuel, M. S. Balaji & Khong Kok Wei

To cite this article: Lee Hao Suan Samuel, M. S. Balaji & Khong Kok Wei (2015) An Investigation
of Online Shopping Experience on Trust and Behavioral Intentions, Journal of Internet
Commerce, 14:2, 233-254, DOI: 10.1080/15332861.2015.1028250

To link to this article: https://doi.org/10.1080/15332861.2015.1028250

Published online: 05 May 2015.

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Journal of Internet Commerce, 14:233–254, 2015
Copyright # Taylor & Francis Group, LLC
ISSN: 1533-2861 print=1533-287X online
DOI: 10.1080/15332861.2015.1028250

An Investigation of Online Shopping

Experience on Trust and Behavioral
Intentions

LEE HAO SUAN SAMUEL and M. S. BALAJI

Taylor’s Business School, Taylor’s University, Subang Jaya, Selangor, Malaysia

KHONG KOK WEI

Nottingham University Business School Malaysia, The University of Nottingham–Malaysia
Campus, Semenyih, Selangor, Malaysia

The purpose of this study is to examine the influence of online

experience on trust, purchase intentions, and word-of-mouth in
Malaysian online retail context. Additionally, researchers examine
gender differences in customers’ perception of online experience.
Responses obtained from 134 online shopping users in Malaysia
using an online questionnaire were analyzed with AMOS 20.0.
The study results show that online experience influences purchase
intentions both directly and indirectly through trust. Furthermore,
significant gender differences were observed. The study findings
provide insightful guidelines for online retailers in approaching
emerging markets via online shopping strategies.

KEYWORDS gender, Malaysia, online experience, online

shopping, purchase intentions, trust, word-of-mouth

INTRODUCTION

For online retailers and e-commerce researchers, customers’ adoption of online

shopping is a topic of great interest and importance (Chiu et al. 2009; Handa
and Gupta 2014). Although there have been considerable research endeavors
to examine online shopping behavior (Zhou, Dai, and Zhang 2007; Mazaheri,
Richard, and Laroche 2012) and drivers of online shopping such as perceived
risk, price, website characteristics, and consumer reviews (Kim, Xu, and Gupta

Address correspondence to M. S. Balaji, Taylor’s Business School, Taylor’s University,

Subang Jaya, 47500 Selangor, Malaysia. E-mail: makambalaji77@gmail.com

233
234 L. Hao Suan Samuel et al.

2012; Zheng et al. 2012; Liu, Li, and Hu 2013), one of the main questions in this
area concerns the potential role of customer experience in determining the
online shopping behavior. Grewal, Levy, and Kumar (2009) stated that to
compete effectively in today’s competitive and dynamic environment, retailers
must focus on customer experience. Echoing similar views, Rose and collea-
gues (2012) argued that providing optimum online experience is crucial to
shaping customer preferences. A compelling online experience increases
customer engagement, makes them spend more time on the retailers’ website,
and eventually enhances the adoption of online shopping.
While the above studies emphasized the significant role played by
customer experience in online shopping, it is often viewed as impersonal,
anonymous, and lacking scalability. Customers often describe online shopping
as a frustrating, confusing, and overwhelming activity (Dai, Forsythe, and Kwon
2014). It does not allow sensory evaluation of the product and lacks interperso-
nal communication or instant gratifications (Hassanein and Head 2007). This
leads to a general lack of trust in the online shopping, the online retailers,
and the information provided on the e-tailer platforms (Chang, Cheung, and
Tang 2013). A recent report on e-commerce in Malaysia reported that 91% of
the online users do not shop online because they lack trust in online shopping.
In the same report, 42% of the online users reported that lack of experiential
aspects inhibited them from making online purchases (Wong 2012). Thus, an
examination of online experience and its potential influence on trust and beha-
vioral responses would enable a better understanding of the customers’ percep-
tion of online shopping and assist managers in developing and evaluating online
shopping strategies. Given this managerial relevance, the present study aims to
explore the relationship between online experience, trust, purchase intentions,
and word-of-mouth in an e-retailing setting among the Malaysian online shop-
ping users. As customer experience is often considered one of the most pressing
issues for service firms (Verhoef et al. 2009), it seems fruitful to investigate
customers’ online experience and its role in online shopping behavior.
Another related objective of this study concerns the moderating role of
gender in the relationship between online experience and its consequences.
The role of gender in shopping behavior has been a subject of special interest
among marketing academicians. Gender is considered a key variable for
market segmentation. Thus, considering gender differences allows marketers
to develop effective strategies tailored for the needs of different segments. In
spite of its significance, there is a paucity of research examining the role of
gender in customers’ perception of online experience and online shopping
behavior. Also, there have been recent calls for research on the role of gender
in adoption of online shopping. For instance, Van Slyke, Belanger, Johnson,
and Hightower (2010, 17) stated that ‘‘among the many characteristics that
impact the use of e-commerce, one that has received relatively little attention
is gender.’’ Similarly, Richard and colleagues (2010) and Hernández, Jiménez,
and Martı́n (2011) noted that little research has investigated gender differences
 Online Shopping Experience 235

in online shopping behavior. Moreover, few earlier studies have provided

contrasting findings with respect to the role of gender in online shopping
behavior (Chiu, Lin, and Tang 2005; Hernández et al. 2011). While extant
literature suggests that males and females differ in their evaluation and pref-
erence of online shopping (Chandrashekaran and Suri 2012), little is known
about how gender moderates the relationship between online experience,
trust, purchase intentions, and word-of-mouth in the online shopping context.
Against this background, the present study was carried out to examine
(1) the role of online experience in customers’ evaluation of online shopping;
(2) the relationship between online experience, trust, purchase intentions and
word-of-mouth; and (3) the moderating role of gender in customers’ percep-
tion of online shopping. This study contributes to the existing literature by
responding to the recent calls for research on online customer experience
(Rose et al. 2012; Klaus and Nguyen 2013) and role of gender (Hernández
et al. 2011) in adoption of e-commerce systems in the Malaysian context.
The rest of the article is structured as follows. The next section presents a
brief overview of the theoretical framework followed by hypotheses develop-
ment. The methodology used to collect responses for the study follows the
hypotheses development section. The article then presents the results of an
empirical study, followed by discussion and implications of the findings. The lim-
itations of the study and future research directions are discussed in the last section.

THEORETICAL BACKGROUND AND LITERATURE REVIEW

Figure 1 presents the conceptual framework based on the stimulus-organism-

response (S-O-R) perspective (Mehrabian and Russell 1974). According to the
S-O-R framework, the stimuli relates to the influence that affects or changes

FIGURE 1 Conceptual framework of the study.

236 L. Hao Suan Samuel et al.

the internal and organismic states of an individual. The organism is the

cognitive and affective intermediary state that links the stimuli and individual’s
response behaviors. The individual’s response behavior or the final outcome
is categorized as either approach or avoidance behavior. In this study, the
stimulus is the online experience as it relates to the customers’ experience
with online shopping. Trust is hypothesized as the intermediary variable that
intervenes in the relationship between the stimulus and responses. For the
responses, researchers consider purchase intentions and word-of-mouth as
they are the outcomes expected from customers’ online experience. They also
note that gender moderates the associations depicted in figure 1.

Online Experience
A review of online shopping literature indicates that there is no consensus
regarding the definition of online experience. A variety of expressions for
online experience exists in the literature, such as ‘‘online customer experience’’
(Rose, Hair, and Clark 2011), ‘‘website experience’’ (Kim, Jin, and Swinney
2009), and ‘‘online purchase experience’’ (Holloway, Wang, and Parish
2005). These differences exist because of the nature of experiences being elu-
cidated. For example, one school of thought takes a process approach and
describes online experience as the personal interpretation of online shopping
process resulting from the customers’ interaction with various touch points in
online shopping (Pentina, Amialchuk, and Taylor 2011). Another school of
thought holds an aggregate approach and proposes that online experience is
the cumulative perception formed from customer’s previous experiences with
online shopping (Berry, Wall, and Carbone 2006). Yet another school of
thought takes functional and emotional perspective to describe online experi-
ence as customers’ cognitive and affective state of experience during online
shopping (Lee, Kim, and Fiore 2010). Lastly, few researchers examined online
experience in terms of performance of website functionality such as navigation,
interface design, and others (Bauer, Falk, and Hammerschmidt 2006).
As each of the above perspectives emphasize certain aspects of online
shopping, relying on any one approach and ignoring others may limit one’s
understanding of online experience. Given that services are processes by
definition and since online shopping provides both functional and emotional
value, researchers define online experience in this study as the customers’
cognitive and affective state of experience resulting from personal interaction
with the online shopping website. This definition is consistent with both
cognitive information processing and affective processing approaches used
to describe online shopping behavior (Rose et al. 2011).

TRUST
Trust is considered to be of vital importance in the online shopping context.
Trust refers to the customer confidence in online shopping based on the
 Online Shopping Experience 237

expectations regarding the ability (skills and expertise), benevolence (care for
the interest of customers), and integrity (maintaining values and honoring
commitment) of the online retailer (Salo and Karjaluoto 2007; Yu, Balaji,
and Khong 2015). In other words, trust deals with the customer belief that
the online retailer does not act opportunistically by taking advantage of the
situation. However, because of the uncertainty and information asymmetry
associated with online shopping, customers perceive greater risk. This
reduces their attitude toward online shopping and inhibits them from pur-
chasing in an online shopping environment (Forsythe and Shi 2003). In such
cases, trust is argued by various researchers to reduce the system-dependent
uncertainty (online shopping environment) and transaction-specific uncer-
tainty (online purchase), thereby enhancing the global evaluation of online
shopping (Hong and Cho 2011). Thus, trust helps customers overcome the
perception of risk and insecurity associated with online shopping (Kim,
Ferrin, and Raghav Rao 2008).
In online shopping literature, trust has been often associated with per-
ceived risk. For instance, Glover and Benbasat (2010) argued that perceived
risk was an important determinant in some customers’ reluctance to purchase
online. In uncertain situations, trust comes into play and exerts influence on
customers purchasing behavior. Extant literature suggests that customers who
perceive greater risk in online shopping tend to exhibit low levels of trust,
which makes them cautious in trying out new things. In contrast, customers
with high trust in online shopping, regardless of the perceived risk, exhibit
a more positive attitude and tend to accept things at first sight (Khong,
Onyemeh, and Chong 2013; Hong 2015). This indicates that trust is an impor-
tant intervening variable through which customers’ evaluation of the online
shopping predicts the purchase intentions. Following this, researchers
conceptualize trust to mediate the relationship between online experience
(stimulus) and customer behavioral intentions (response).

HYPOTHESES DEVELOPMENT
Online purchase intentions refer to the extent to which customers want to per-
form a specific purchase behavior via online shopping. Extant literature indi-
cates that when customers assess their interaction with online shopping as
positive or favorable, it leads to greater intentions to revisit the online retailer,
continuance intentions, and loyalty. For instance, Bai, Law, and Wen (2008)
demonstrated that functionality and usability aspects of website experience
have a direct effect on purchase intentions. Similarly, Chiu and colleagues
(2012) showed that hedonic value and utilitarian value obtained from online
shopping result in habit formation and repeat purchase intentions. More
recently, Dai, Forsythe, and Kwon (2014) showed that online experience
reduces perception of product risk and financial risk and enhances purchase
intentions. The authors argued that knowledge base developed by customers
238 L. Hao Suan Samuel et al.

from their previous experiences with the online retailer reduces perceived
risk and increases purchase intentions for both digital and non-digital pro-
ducts. These studies suggest that when customers perceive that the online
retailer will provide them with valuable and unique shopping experience,
they are likely to develop favorable attitudes toward the online retailer and
online shopping. This may enhance their patronage behaviors. Thus,
researchers propose the following:

H1: Online experience will have a positive impact on purchase

intentions.

Trust plays a significant role in creating satisfied outcomes in online shopping

(Aiken et al. 2007). The theory of planned behavior (Ajzen 2011) suggests that
trust (trusting beliefs) affects the customers’ attitude and risk perceptions
toward online shopping, which in turn influences the intentions to purchase
in an online shopping environment. On the contrary, lack of trust creates fear
of online retailer opportunism. This inhibits customers from engaging in
online shopping (Chiu et al. 2009). When customers perceive that adopting
online shopping would provide them with an experience that creates both
functional and emotional values, they may evaluate it as trustworthy and
would eventually adopt it. Thus, trust might play a pivotal intervening role
in the relationship between online experience and purchase intentions. How-
ever, the literature provides mixed evidence on the mediating role of trust. For
instance, Chen and Barnes (2007) showed that trust mediates the relationship
between online website experience (usefulness, security, privacy, customize)
and purchase intentions. Similarly, Chiu and colleagues (2009) found that
trust mediates the relationship between fulfillment, privacy, responsiveness,
and contact dimensions of online shopping experience and repurchase inten-
tions. In another study, Kim, Chung, and Lee (2011) observed that shopping
experience determined by navigation and privacy aspects impacted loyalty
through trust beliefs. On the contrary, Rose and colleagues (2012) found that
cognitive and affective components of online experience do not influence
trust. The inconsistent findings can be attributed to the study context, prior
online experience, and customer characteristics. In the current study, the
researchers propose that when customers perceive positive or favorable
online experience, they put trust in the online retailer, which increases their
purchase probability. Thus, they propose the following:

H2: Trust mediates the relationship between online experience and

purchase intentions.

Online word-of-mouth intentions refers to the customers’ willingness to share

their online experiences with others and recommend others to use or switch
to the particular online retailer. In other words, it relates to the customers’
attitudinal advocacy toward the online retailer (Rauyruen and Miller 2007).
 Online Shopping Experience 239

The commitment-trust theory (Morgan and Hunt 1994) suggests that when
customers perceive higher levels of trust, they are more likely to engage in
positive word-of-mouth. Moreover, as customers perceive greater perceived
risk with online shopping, they often rely on word-of-mouth communication
in their decision process (Garbarino and Strahilevitz 2004). In such cases, trust
in online shopping may influence customers to share their experience via
online channels with an intention to help others and provide unbiased
assessment of their online experience. Mukherjee and Nath (2007) found that
trust results in greater word-of-mouth behavioral intentions. Similar
findings by Lee, Park, and Han (2011) indicate that higher levels of trust in
online shopping lead to greater online word-of-mouth behavior. Thus, the
researchers propose the following:

H3: Trust will have a positive impact on word-of-mouth.

Prior empirical studies suggest that satisfaction with purchase experience in

online shopping determines customers’ online word-of-mouth behavior. For
instance, Ha and Im (2012) showed the positive effect of satisfaction with
online shopping on the likelihood to generate positive word-of-mouth.
Similarly, Carlson and O’Cass (2010) demonstrated that customers with favor-
able attitude toward the website and satisfied purchase experience are more
likely to engage in positive behavioral intentions including word-of-mouth.
More recently, Roy, Lassar, and Butaney (2014) found that customers who
often purchase online spread positive word-of-mouth about the e-tailer. As
these studies demonstrate the positive effect of purchase intentions on the
likelihood to engage in word-of-mouth behavior, the current researchers
offer the following replication hypothesis in the online shopping context:

H4: Purchase intentions will have a positive impact on word-of-mouth.

Gender plays a significant role in online shopping behavior. A study by Noble,

Griffith, and Adjei (2006) found significant differences in the assessment of
shopping experience among males and females. The authors found that male
consumers were significantly prone to information attainment and con-
venience seeking aspects of shopping experience. Contrastingly, the female
consumers were found to be influenced by the uniqueness, social interaction,
assortment, and browsing aspects of shopping experience. The gender
schema theory (Bem 1981) provides a possible explanation for gender differ-
ences in online shopping. According to this theory, males are motivated by
the achievement needs and exhibit individualistic and task-oriented beha-
viors. On the contrary, females are motivated by interpersonal affiliations
and exhibit interdependency and communal-oriented behaviors (Costa,
Terracciano, and McCrae 2001). These motivations result in differential
evaluation of online shopping for males and females.
240 L. Hao Suan Samuel et al.

Alreck and Settle (2002) reported that males rated online shopping as
more positive and favorable than females. It was suggested that while males
often use online shopping for buying products or services, females engage in
online shopping for browsing and experiential purposes. Previous literature
suggests that females perceive greater risk with online shopping than males
(Forsythe and Shi 2003; Janda 2008). These risk concerns may affect the
attitudinal and behavioral intentions toward online shopping (Sebastianelli,
Tamimi, and Rajan 2008; Riedl, Hubert, and Kenning 2010). Chandrashe-
karan and Suri (2012) found that females appraise physical stores more favor-
ably than online stores. The authors argued that the interaction styles and
relationship orientation makes females prefer richer shopping environments
such as physical stores. On the other hand, males favor faster decision
making and thus prefer online shopping over physical stores. Based on the
above discussion, the researchers propose the following:

H5a: Online experience will have a greater impact on purchase

intentions for males than females.

Research studies examining the effect of gender on trust formation in online

shopping context is limited. For example, Rodgers and Harris (2003) stated
that trust is an important factor for both males and females in online shopping
behavior. It is proposed that females (being more risk aversive) are likely to
exhibit lower levels of trust than males in online shopping. Zhang, Prybutok,
and Strutton (2007) reported that males are more impulsive and purchase
online more frequently than females. Additionally, males hold more favorable
perceptions and exhibit more trust in online shopping than females. In
another study, Porter, Donthu, and Baker (2012) integrated uses and gratifi-
cation theory and social role theory to examine the role of gender in trust for-
mation in virtual communities. The authors found that gender moderates the
influence of quality content and interaction aspects of virtual community
experience on trust formation. The above studies indicate that as males are
task-oriented and frequently engage in online shopping, they are more likely
to exhibit greater trust toward online shopping than females. Thus, the
researchers propose the following:

H5b: Online experience will have a greater impact on trust for males
than females.

As previously mentioned, females are more likely to perceive greater risk and
uncertainty with online shopping than males. Thus, they are likely to attach
greater importance to elements that mitigate perceived risk with online shop-
ping. Moreover, females emphasize the relational aspects (trust) rather than
the outcome aspects (satisfaction) during online shopping. Thus, researchers
expect trust to have a greater impact on female online purchase intentions
than males. Sanchez-Franco, Ramos, and Velicia (2009) investigated the
 Online Shopping Experience 241

relationship between trust and purchase intentions toward Internet service

providers. The authors found that the effect of trust on purchase intentions
was significantly stronger for females than males. Similarly, Awad and
Ragowsky (2008) found that the trust toward an online retailer leads to great-
er intentions to purchase on an online shopping website for females than
males. Additionally, as female customers enjoy social interactions, they are
more likely to spread word-of-mouth than males. Riedl and colleagues
(2010) suggested that females process online shopping more emotionally
than males, which affects their motivations toward word-of-mouth behavior.
Based on the above discussion, researchers propose the following:

H5c: Trust will have a greater impact on purchase intentions for females
than males.
H5d: Trust will have a greater impact on word-of-mouth intentions for
females than males.

METHODOLOGY

Sample and Data Collection Method

An online survey was developed to collect responses in examining the
hypotheses proposed for the study. The study was carried out in Malaysia,
a fast developing South Asian country. Researchers used the survey approach
as previous research in the context of online shopping has shown that
self-administered online survey was the most efficient and acceptable data
collection method (Chen and Barnes 2007; Chang and Wang 2011). A pretest
was carried out to determine the suitability and answerability of the questions
related to the constructs. For the main study, purposive sampling was used,
and respondents were targeted based on their prior experience with online
shopping and demographics. An important goal of data collection was to
recruit a sample that represented the general population of online shopping
in terms of gender, age, household income, and online shopping behavior.
Screening questions were used to identify sample respondents with matching
characteristics of the online shopping population.
A total of 148 respondents completed the online survey. After eliminating
the incomplete and inappropriate responses, researchers obtained 134 usable
responses. The sample consisted of 49% male and 51% female. In terms of age
group in the total sample, 28% of the respondents were 23 years or younger,
55% were 24–40 years of age, and 17% were older than 40 years. Seventy per-
cent of the sample respondents were employed with remaining being stu-
dents (24%) and unemployed (6%). All respondents reported that they have
purchased various products including electronics, fashion products, food
and beverages, and others on online shopping at least once in the last six
242 L. Hao Suan Samuel et al.

months. The sample characteristics were found to be in accordance with the

target online shopping population in Malaysia (Wong 2012).

MEASURES
Items to measure the constructs used for the study were drawn from previous
research. However, the items were slightly modified to suit with the context
used in the present study. Specifically, trust was measured using four items
adapted from Ennew and Sekhon (2007). Purchase intentions was measured
using two items adapted from Liu and colleagues (2004). The four items used
for measuring word-of-mouth were adapted from Liu and colleagues (2004).
Online experience was measured using three items developed by the
researchers based on the previous literature related to online shopping per-
ceptions and motivations. These items reflect the cognitive and affective
aspects of customer experience with online shopping. Table 1 presents the

TABLE 1 Analysis of Measurement Model

Average
Factor Cronbach’s Composite variance
loading alpha reliability extracted

Online Shopping Experience (OSE)

Online retailer’s website is convenient as it 0.80 0.73 0.76 0.50
allows me to know and compare the products.
The overall design of the online retailer website 0.70
is interesting and attractive.
The online retailer’s website creates a shopping 0.63
experience that is appealing and enjoyable.
Trust (TR)
I trust the online shopping retailer to do what 0.59 0.81 0.84 0.57
they promise.
I trust the online shopping retailer to have my 0.72
best interests at heart.
Online shopping retailers are generally reliable 0.79
and dependable.
Overall, I feel I can trust online shopping 0.89
retailers for making purchases.
Purchase Intentions (PI)
I intend to purchase online again if I need any 0.80 0.83 0.83 0.71
product.
I like to purchase online in the near future. 0.88
Word-of-Mouth (WOM)
I would be willing to share my online shopping 0.67 0.88 0.88 0.66
experience with others on the Internet.
I have positive things to say about my online 0.88
shopping experience on the Internet.
I will recommend others to shop on the Internet. 0.86
It makes me feel good to be able to spread my 0.82
online shopping experiences to my friends on
the Internet.
 Online Shopping Experience 243

measurement items. All items were measured using a 10-point Likert-type

scale with anchors from 1 (strongly disagree) to 10 (strongly agree). Research-
ers used a 10-point scale to reduce the statistical problem of extreme skew-
ness (Fornell 1992). Moreover, previous studies examining online shopping
behavior have often used a 10-point Likert scale to elicit customer responses
(Parasuraman, Zeithaml, and Malhotra 2005; Thirumalai and Sinha 2011).

RESULTS

The two-step approach proposed by Anderson and Gerbing (1988) was used
for data analysis. The measurement model was used to test the validity and
reliability of the scale items, and the structural model was used for testing
the research hypotheses.

Measurement Model Analysis

Confirmatory factor analyses (CFA) using AMOS 20.0 was carried out for
testing the measurement model. The measurement model indicated a good
fit to the data with chi-square (v2) ¼ 83.55, degrees of freedom (df) ¼ 58,
p < .05. In addition, v2=df ¼ 1.44, GFI ¼ 0.916, CFI ¼ 0.971, IFI ¼ 0.971,
TLI ¼ 0.960, and RMSEA ¼ 0.058 indicated a reasonable overall fit between
the model and the observed data.
As can be seen in table 1, convergent validity was confirmed as all scores
exceeded the threshold levels (factor loading: 0.50; Cronbach’s alpha: 0.7;
average variance extracted: 0.50). Specifically, all factor loadings exceeded
threshold level of 0.5 and were significant at p < .01. Composite reliabilities
ranged from 0.76 to 0.88 and exceed the acceptable level of 0.8 except for
online experience. The AVE ranging from 0.50 to 0.71 met the 0.50 threshold
level. In addition, all Cronbach’s alpha values were large than 0.70, suggesting
good internal reliability (Nunnally 1978).
Discriminant validity was examined following the method adopted by
Fornell and Larcker (1981). Researchers compared the square root of the
AVE for each construct and its correlation coefficients with other constructs.
The results presented in table 2 showed that the square roots of the AVEs were
larger than the corresponding correlation coefficients. The results show that
the constructs had sufficient discriminant validity. In addition, the results of

TABLE 2 Summary of the Discriminant Validity Analysis

Mean Std. dev OSE TR PI WOM

OSE 6.84 1.65 (0.71)

TR 6.38 1.34 0.37 (0.75)
PI 7.00 1.64 0.58 0.51 (0.84)
WOM 6.68 1.71 0.52 0.43 0.68 (0.81)
244 L. Hao Suan Samuel et al.

the principle component analysis revealed that all items loaded under the
respective factors quite well. These results establish unidimensionality, and
convergent and discriminant validity of the measurement instrument.
To examine the potential common method bias, researchers performed
two statistical analyses. First, as suggested by Podsakoff and colleagues
(2003), a Harmon’s single factor test was carried out on the four constructs.
The results revealed that no single factor emerged, and the first factor
accounted for 27.87% of 67.58% total explained variance. Additionally,
researchers conducted a CFA to assess the fit of a single factor model with
all items loading on one factor. The single-factor model showed a poor fit
to the data with model fit statistics of v2 ¼ 296.11; df ¼ 65; v2=df ¼ 4.56;
GFI ¼ 0.72; CFI ¼ 0.73; IFI ¼ 0.74; TLI ¼ 0.68; and RMSEA ¼ 0.16. This suggests
that the one-factor model was not acceptable and that common method bias is
not a problem in this study (Podsakoff et al. 2003).

STRUCTURAL MODEL ANALYSIS

The results of the structural equation modeling indicated a good fit with the
data with model fit statistics of v2 ¼ 127.60; df ¼ 81; v2=df ¼ 1.57; GFI ¼ 0.90;
CFI ¼ 0.95; IFI ¼ 0.95; TLI ¼ 0.93; and RMSEA ¼ 0.066. The path coefficients
and variance explained (R2) of the structural model are presented in
figure 2. Age and employment were used as control variables.
H1 explained the impact of online experience on purchase intentions. As
seen in figure 2, the results show that purchase intentions was significantly


FIGURE 2 Structural model analysis. p < .01.
 Online Shopping Experience 245

influenced by online experience (b ¼ 0.62, t ¼ 5.05, p < .01). The results reveal
that online experience and trust explained 64% of the total variance in pur-
chase intentions. H3 postulated that trust was positively related to word-of-
mouth. However, researchers did not obtain support for this hypothesis
(b ¼ 0.03, t ¼ 0.28, p ¼ .78). Post-hoc analysis revealed that purchase
intentions mediated the relationship between trust and word-of-mouth. H4
was supported as purchase intentions was positively related to word-of-
mouth (b ¼ 0.79, t ¼ 5.92, p < .01). The results indicate that 60% of the
variance in word-of-mouth was explained by purchase intentions.
The mediating role of trust in the relationship between online experience
and purchase intentions was tested following the Baron and Kenny’s (1986)
procedure. The results found that online experience positively influences
trust (b ¼ 0.39, t ¼ 3.20, p < .01) and purchase intentions (b ¼ 0.71, t ¼ 5.32,
p < .01). However, when trust was included, the impact of online experience
on purchase intentions decreases (b ¼ 0.40, t ¼ 3.31, p < .01), indicating
that trust partially mediates the online experience and purchase intentions
linkage. This supports hypothesis H2.
To test the differences in the relationship between online experience,
trust, purchase intentions, and word-of-mouth across gender, researchers
conducted the multi-group analysis of structural invariance (Byrne 2010).
As a first step, the unconstrained baseline model was established with model
fit statistics of v2 ¼ 191.65; df ¼ 116; v2=df ¼ 1.65; CFI ¼ 0.920; IFI ¼ 0.924;
TLI ¼ 0.900; and RMSEA ¼ 0.070. In the next step, researchers tested for the
invariance of the measurement model by fixing the item factor loadings to
be equal across males and females. The measurement model invariance
yielded fit statistics of v2 ¼ 197.80; df ¼ 125; v2=df ¼ 1.58; CFI ¼ 0.923;
IFI ¼ 0.926; TLI ¼ 0.904; and RMSEA ¼ 0.066. When compared with uncon-
strained model, the item factor loadings were found to be equivalent across
males and females (Dv2 ¼ 6.15, Ddf ¼ 9, p ¼ .72). Given that the measurement
model was equal across males and females, researchers tested for the
invariance in the structural weights for testing hypotheses H5a–H5d.
The findings show significant gender differences in the relationships
between online experience and trust (male: b ¼ 0.51, p < .01; female:
b ¼ 0.36, p < .01; Dv2 ¼ 4.23, Ddf ¼ 1, p ¼ .01) and trust and purchase inten-
tions (male: b ¼ 0.40, p < .01; female: b ¼ 0.55, p < .01; Dv2 ¼ 4.01, Ddf ¼ 1,
p ¼ .01). The findings show that online experience has a greater impact on
trust for male than female, supporting H5b. Similarly, researchers found that
for females, trust had a greater impact on purchase intention than males,
which provides support for H5c. H5a was not supported as the linkage
between online experience and purchase intentions (male: b ¼ 0.57, p < .01;
female: b ¼ 0.56, p < .01; Dv2 ¼ 0.01, Ddf ¼ 1, p ¼ .952) was not significant.
In case of trust and word-of-mouth, researchers did not find significant
relationship for males (b ¼ 0.08, p ¼ .57) and females (b ¼ 0.09, p ¼ .63).
Thus, H5d was not supported.
246 L. Hao Suan Samuel et al.

DISCUSSION AND IMPLICATIONS

The present study aims to develop and test a research model of online experi-
ence and its impact on trust, purchase intentions, and word-of-mouth by
drawing on extensive literature in an online shopping setting. Furthermore,
researchers examined the moderating role of gender on online experience
and its consequences. The results of the study showed that online experience
influences purchase intentions directly and indirectly through trust. Moreover,
gender was found to influence the relationship between online experience,
trust, and purchase intentions. Researchers now offer insights into the study
findings and discuss implications for academics and practitioners.

Theoretical Implications
This study makes three contributions to the understanding of online experi-
ence. The first contribution relates to the addition of new knowledge to the
understanding of online experience. The present study develops a conceptual
model of online shopping behavior and provides empirical evidence for the
linkages between online experience, trust, purchase intentions, and word-of-
mouth that are previously not examined in the literature. The findings indicate
that online experience positively affects customers’ trust in online shopping
and influences their intentions to purchase online. Researchers also observed
that online experience influences word-of-mouth through trust and purchase
intentions. By empirically examining the consequences of online experience,
the present study answers the recent calls for research into understanding the
role of online shopping experience (Rose et al. 2011; Klaus and Nguyen 2013)
and provides a better understanding of how customers’ evaluation of online
shopping evaluation affects their behavioral responses.
The second contribution relates to addressing a gap in knowledge
regarding the consequences of online experience. Previous research studies
on online shopping have largely focused on antecedents of customer experi-
ence in online shopping (Rose et al. 2012). Only a few empirical studies inves-
tigated the consequences of online experience. Given the significance of
customer experience management in retailing (Grewal et al. 2009), it is
imperative to examine how customers’ evaluation of online experience affects
their behavioral responses in the online shopping context. The study findings
showed that developing and providing favorable online experience is critical
in developing trust and purchase intentions. Thus, the study findings extend
the scope of empirical studies of the effect of online experience on customers’
online behavioral responses. Because the assessment of online experience is
intricate and involves personal interaction with various aspects of online
retailer during the online shopping process, this study may provide a better
understanding of the process by which online experience impacts purchase
intentions and word-of-mouth.
 Online Shopping Experience 247

The third contribution is made by extending the current understanding

by examining the potential moderating role of gender in adoption of online
shopping. Responding to the recent calls for research for further examination
on the topic (Van Slyke et al. 2002; Hernández et al. 2011), the present study
found that gender affects the relationship between online experience, trust,
and purchase intentions. More specifically, researchers observed that online
experience had a larger effect on trust for males than females. On the con-
trary, they found that trust had a greater impact on purchase intentions for
females than males. They argue that the integration of online experience
and gender differences in this study is an important and unique contribution
to the adoption of online shopping.

MANAGERIAL IMPLICATIONS
The findings of the present study yield important insights and implications
for online retailers. Of major importance is the emphasis online retailers must
place on providing a positive or favorable online experience to increase
online purchase behavior. By focusing on shopping experience, online
retailers may attract more customers to visit the online shopping website,
to browse products online, and ultimately increase online sales.
While considerable debate exists as to what constitutes online experience,
the relationships among online experience, trust, purchase intentions, and
word-of-mouth proposed and established by this study can be used to target
marketing activities need to further improve adoption of online shopping.
For example, online retailers can focus on cognitive aspects (e.g., website
navigation, functionality, connectedness) and affective aspects (e.g., website
aesthetics, 3-D product presentation and customization) of the online shopping
website in providing holistic online experiences. Moreover, online retailers
should design their websites to provide customers with a consistent and excep-
tional experience across various online shopping touch points. By providing an
exceptional and compelling online experience, online retailers can improve the
customers’ trust in online shopping and purchase intentions. This would
eventually lead to greater intentions to engage in word-of-mouth regarding
online shopping.
A further implication for online retailers concerns gender differences in
customers’ perceptions of online shopping. Specifically, researchers found
that males assessed the online experience as more important in trust forma-
tion than females. This is because females may perceive online shopping as
risky and are unconvinced about the benefits it provides to them (Janda
2008). Thus, online retailers aiming to attract female customers to online
shopping must focus their efforts on emphasizing the benefits or value of
online shopping. Likewise, by highlighting the security and privacy aspects
of the online experience, online retailers can mitigate the risks and uneasiness
associated with online shopping. For instance, providing online referral
248 L. Hao Suan Samuel et al.

mechanisms, web assurance seals, and digital certificates can improve

attraction and retention of female online shoppers. Offering discounts for
the first-time users and providing other customers’ product and retailer
reviews may help female online shoppers mitigate their doubts about online
shopping.
Along with emphasizing the cognitive aspects of online experience,
online retailers should also focus on enhancing the emotional and psycho-
logical experiences related to online shopping. The lack of interpersonal
and social interaction in online shopping may inhibit female online users
from trusting the online retailer (Chandrashekaran and Suri 2012). Thus, in
addition to attempts to communicate benefits of online shopping, online
retailers can utilize online chat rooms, online forums, and improved website
design to enhance social and interpersonal interaction aspects of online
shopping. Enhancing online retail website design to make it more appealing
and attractive may foster affective feelings and improve trust toward the
online retailer.

LIMITATIONS AND FUTURE RESEARCH DIRECTIONS

The present study findings are constrained to some extent by certain limita-
tions which provide opportunities for future research studies. First, the study
developed a model of online experience examining its effects on trust,
purchase intentions, and word-of-mouth intentions. While these customer
response behaviors were consistently used in previous research studies, it is
important to also examine the outcomes in terms of actual online shopping
behavior. Since the domain of online experience is critical to the success
of online shopping, future research should examine the role of online
experience on online retailers’ business performance.
Second, even though researchers made an attempt to consider the
various schools of thought by proposing an integrative definition of online
experience, continued research into what constitutes online experience
remains imperative. Understanding online experience is critical in under-
standing how customers evaluate online shopping. Similarly, the present
study assessed the mediating role of trust in the relationship between online
experience and behavioral intentions. Prior research studies identify various
other intermediary states such as image and personality (Lombart and Louis
2012), which could explain the relationship of online experience with key
customer response behavior such as satisfaction and brand equity. Finally,
while the current study focuses on behavioral outcomes such as purchase
intentions and word-of-mouth, future research studies could examine the role
of online experience on citizenship behaviors such as giving constructive
suggestions, providing useful ideas, and future participation in online
promotion activities of the e-tailer (Balaji 2014).
 Online Shopping Experience 249

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