Proceedings of Annual Paris Business Research Conference
13 - 14 August 2015, Crowne Plaza Hotel Republique, Paris, France
ISBN: 978-1-922069-82-5
Comparison of Dimensions of Online and Offline Shopping
Experiences
Katarzyna Dziewanowska*
The objective of the study is to compare the importance of dimensions of shopping
experiences in online and offline shopping context and investigate their perception in
customers’ eyes. The experience dimensions were identified on the basis of an extended
literature review. The data was gathered by the means of online and pen-and-paper survey.
The results show that both online and offline shopping experiences were positively assessed.
However, the respondents focused on different dimensions of the experience: relational,
sensory and utilitarian in the Internet store, followed by affective and cognitive modules in the
brick and mortar store. These preliminary findings show that although both online and offline
retailers have the opportunity to create memorable experiences, consumers focus on
different aspects of the shopping experience in internet and brick and mortar stores.
JEL Codes: M300, M310, M390
1. Introduction
Experiential marketing has been present in both theory and practice for more than two
decades. The foundations were set by Holbrook and Hirschman (Holbrook & Hirschman,
1982) in their seminal paper on hedonistic aspects of consumption and the concept itself
was developed by Pine and Gilmore (1998), who proclaimed that experiences were going
to become a new basis for market offering. Despite the appeal of this concept, it took
scholars almost 10 years to follow with a significant growth in empirical studies in this area
(Ferreira & Teixeira, 2013). Nowadays, research on customer experiences and their
buying behavior is plentiful but very fragmented. Researchers focus and investigate one or
several aspects of customer shopping experiences but hardly any theoretical model was
empirically tested.
This paper focuses on holistic consumer shopping experiences in both real (brick and
mortar, offline) and virtual (Internet, online) stores and proposes a model depicting
antecedents and consequences of shopping experiences and their perception by
customers.
2. Literature Review
The origin of experiential marketing can be traced back to changes in economic and social
environment. A parallel process of customization and commoditization of the market offer
was observed, forcing companies to look for new ways to attract customers (Pine &
Gilmore, 2011). A new kind of consumer emerged: a postmodern citizen of a developed
country, focused on satisfying his/her higher order needs and seeking excitement and
meaning in consumption (Firat & Venkatesh, 1995; Bauman, 2007). Experiential
marketing focuses on consumer’s feelings and emotions rather than logic and rational
thinking. Every experience is unique and subjective, affects the customer on multiple
levels (e.g. sensory, emotional, cognitive, relational) and is staged by a company (Schmitt,
1999; LaSalle & Britton 2003; Gentile, et al. 2007). If well-planned and executed , it should
become memorable, remembered and re-lived by the customer long after it is finished
*
Dr. Katarzyna Dziewanowska, Faculty of Management, University of Warsaw, Poland.
Email: kdziewanowska@wz.uw.edu.pl
Proceedings of Annual Paris Business Research Conference
13 - 14 August 2015, Crowne Plaza Hotel Republique, Paris, France
ISBN: 978-1-922069-82-5
(Pine & Gilmore, 2011). Nowadays, yet another aspect of consumption has to be taken
into consideration: its progressive virtualization. Internet, the key tool creating virtual
reality, surrounds us like gas: invisible but always present (Saylor, 2012). The
development of technology allows the consumer to satisfy a growing number of his/her
needs online and thus studies on virtual aspects of consumption experiences become a
valid research area (Jaciow & Wolny, 2011).
There have been multiple attempts made at defining the dimensions of consumer
experience. Some of them are based in theory and result in general typologies of
experiences, such as two-dimensional approach of Pine and Gilmore (2011) or four
dimensions of O’Sullivan and Spangler (1998). Others are derived from empirical research
and result in identification of dimensions matching a particular kind of experience, e.g.
tourism (Otto & Ritchie, 1996; Rageh, et al., 2013). Finally, there is a third way based in
other fields of science, philosophy and psychology in particular. According to this
approach, experiences are modular in nature and various researchers proffer different
sets of modules: sensory perception, feelings and emotions, creativity and reasoning, and
social relations (Pinker, 1997), sensory, affective, intellectual, behavioral, and relational
(Schmitt, 1999) or sensory, emotional, cognitive, pragmatic, lifestyle, and relational
(Gentile, et al., 2007). Such richness of conceptualizations proves that consumer
experiences are a complex phenomenon requiring further investigation.
From marketing perspective, the buying process is one of the key areas of analysis of
consumer behavior. Companies strive to better understand how and why consumers make
their purchases in order to provide them with engaging and memorable experiences
leading to satisfaction, positive word of mouth and loyalty (Pine & Gilmore, 1999; Badgett,
et al., 2007). Because of the subjectivity of customer experience, staging it requires
precise knowledge on consumer needs and preferences, the buying process itself and
interactions occurring between the consumer and the shopping environment.
Although there is an extensive body of research on particular aspects of shopping
experiences both online and offline (e.g. atmospherics (Ballantine, et al., 2010; Eroglu, et
al., 2005), role of emotions (Andreu, et al., 2006), thinking style (Novak & Hoffman, 2008),
there are few attempts at creating a comprehensive model of consumer shopping
experiences, fewer of them actually being empirically tested (Verhoef, et al., 2009). Some
models offer a very simplistic view of customer experiences in shopping context focusing
mostly on company-controlled factors (e.g. price, assortment, location) (Grewal, et al.,
2009), other concentrate on consumer’s internal processes (such as cognition,
consciousness, affect) and resulting behavior (Fiore & Kim, 2007). The differences also
include the temporal aspect: some models conclude that consumer shopping experiences
begin and end in the store itself (Verhoef, et al., 2009), while others include the postpurchase effects of experiences (e.g. satisfaction and loyalty) (Rose, et al., 2012; Fatma,
2014). Moreover, most models apply to real or virtual shopping only and there is not a
model that can be used for both of these realms.
It can be concluded that there is a need for a multidimensional holistic model of consumer
shopping experiences which can be applied to both online and offline shopping situations.
In order to be managed, consumer experiences have to be understood and measured
properly, along with their impact on marketing effects for the company.
Proceedings of Annual Paris Business Research Conference
13 - 14 August 2015, Crowne Plaza Hotel Republique, Paris, France
ISBN: 978-1-922069-82-5
3. The Methodology and Model
This study is a part of a complex project on experiential economy in Poland. The objective
of the study was to compare shopping experiences in a brick-and-mortar and an internet
store with the use of the created measurement tool (see Fig.1). On the basis of previously
realized research within the project (individual in-depth interviews) and extensive literature
review we identified key dimensions of customer shopping experiences representing areas
in which a company can interact with the customer in order to induce desirable reactions
and states:
 Sensory (activated by sensory stimuli from the environment),
 Affective (focusing on mood, emotions and affect in shopping situations),
 Cognitive (resulting from thinking processes stimulated by interactions with a store),
 Utilitarian (practical aspects of shopping experiences, such as assortment, quality,
convenience or, in case of Internet purchases, delivery),
 Symbolic (refers to the meaning customers attach to purchased products, stores
and their lifestyles),
 Cost (covers wide range of customer costs: financial, psychological, temporal),
 Relations with employees (reflects the influence of sales personnel and service
quality on customer experience),
 Relations with other customers (represents interactions with other customers and
reactions to their presence),
 Escapist (aims at identifying the level of customer’s immersion in the experience
resulting in time distortion).
Figure 1: Holistic Model of Customer Experience in Shopping Context
Sensory module
Affective module
Cognitive module
Satisfaction
Utilitarian module
Symbolic module
Total customer
experience
Word of Mouth
Cost module
Loyalty
Relational module
(employees)
Relational module
(other customers)
Escapist module
Source: Own research.
Proceedings of Annual Paris Business Research Conference
13 - 14 August 2015, Crowne Plaza Hotel Republique, Paris, France
ISBN: 978-1-922069-82-5
A positive customer experience should result in particular marketing effects desirable by a
company. Such consequences of memorable experiences include customer satisfaction,
willingness to recommend the store to other people and loyalty behavior understood as a
repurchase intention and lower price elasticity (Oliver, 1999; Reichheld & Teal, 2001;
Reichheld, 2003).
The indexes constructed for each of the dimensions and marketing effects consisted of 314 items and their reliability was tested using SPSS v.22. For all of them Cronbach’s
Alpha coefficient reached values satisfactory for newly-created indexes (Churchill & Peter,
1984; Nunnally, 1978) (see: Appendix).
The research method was a survey conducted both online (CAWI) and offline (PAPI) on a
sample of 120 customers of a store offering products for runners (specializing in running
shoes). The store was chosen because of its ability to interact with customers in all of the
pre-defined dimensions in real and virtual space. 96 respondents were selected
purposefully for further analysis in order to achieve the similarity of online and offline
samples in terms of gender, age, intensity of training and level of knowledge about
equipment and training. Sample characteristics are presented in table 1.
Table 1: Characteristics of research sample
Characteristic Value
Offline store
Online store
Female
20
20
Gender
Male
28
28
18-35 years old
21
21
Age
36-50 years old
23
25
Above 50 years old
4
2
Low
8
8
Training
Medium
32
32
intensity
High
8
8
Low
10
9
Level of
Medium
34
33
knowledge
High
4
6
Source: Own research, N=96.
The questionnaire which was used consisted of two parts. In the first part there were 57
items for the offline store and 61 items for the online one regarding the dimensions and
marketing effects of the shopping experiences with the Likert scale anchored at 1(totally
disagree) and 5 (totally agree). In the second part there were questions regarding the
respondents’ characteristics such as age, gender, income, place of living, training details
and knowledge about running. The survey was conducted between March and May 2015.
4. The Findings
The analysis of the results of the survey show that there are differences between online
and offline customer shopping experiences (see: Table 2). Both stores were positively
assessed, although in the brick-and-mortar store, total customer experience index is 4.06,
while in the virtual store it is 3.89 and the difference is statistically significant (see: Table
3).
Proceedings of Annual Paris Business Research Conference
13 - 14 August 2015, Crowne Plaza Hotel Republique, Paris, France
ISBN: 978-1-922069-82-5
Table 2: Assessment of experience dimensions and marketing effects in offline and online
store
Offline store
Online store
Standard
Standard
Mean
Mean
deviation
deviation
Sensory module
4.2470
0.42577
4.4083
0.50184
Affective module
4.1701
0.46444
3.7951
0.49969
Cognitive module
4.3160
0.58167
3.8299
0.50586
Utilitarian module
4.2411
0.45094
4.2857
0.41414
Symbolic module
3.8594
0.72733
3.6354
0.65631
Cost module
3.6833
0.52159
3.7833
0.53448
Relationship module (employees)
4.5917
0.43849
4.0458
0.68322
Relationship module (other
3.8229
0.61876
3.7014
0.76951
customers)
Escapist module
3.1042
0.96043
2.3854
1.03907
Total experience index
4.0595
0.31895
3.8870
0.35406
Marketing effects:
Satisfaction
4.2986
0.45735
4.1250
0.57376
Word of Mouth
4.4653
0.56174
4.2153
0.63948
Loyalty
3.6667
0.67722
2.9931
0.84632
Source: Own research. N=96.
*1=totally disagree. 5=totally agree
In the offline store the highest assessed module is the one reflecting the relationship with
sales personnel (4.59), which is probably caused by a fact that purchased products
require high involvement on the seller’s and buyer’s part and store employees actively
advise the customers. Other highly assessed dimensions include cognitive (4.32), sensory
(4.25), utilitarian (4.24) and affective (4.17) modules, which means that the store offers a
pleasant, well-organized space where customers feel good and receive some intellectual
stimulation. A module with the lowest score is the escapist one (3.10) suggesting that
despite the positive shopping experience consumers claimed that they did not become
fully immersed in it. The remaining dimensions (symbolic, cost and relationships with other
customers) are also positively perceived, although their scores are below the one for the
total experience.
In the online store, the modules which were assessed highest include sensory (4.41) and
utilitarian (4.29) ones as well as the relationship with employees module. It is interesting
that despite the obvious limitations of websites, the sensory module here is assessed
best. Similar observation can be made for the relationships with employees: although a
direct contact is rare (possible by phone only), this dimension is perceived very positively.
It can be a result of the “human presence” on the store website, examples of which
include personal stories, photos from trainings, equipment advice, etc., and the generous
complaint policy of the store. The high opinion on utilitarian aspect is not surprising here,
as most customers name convenience one of the main reasons for shopping online
(Jaciow & Wolny, 2011). It is only natural that the respondents chose the store which
offered them the best conditions of purchase and delivery. An unexpected result is the
one for the escapist module (2.39). Similarly to the offline store, this module received the
lowest assessment among customers. Moreover, this is the only negatively perceived
dimension. This stands in contrast to previous research which proved computer-mediated
environment to foster the state of flow (Novak, et al., 2000; Mathwick & Rigdon, 2006). It
Proceedings of Annual Paris Business Research Conference
13 - 14 August 2015, Crowne Plaza Hotel Republique, Paris, France
ISBN: 978-1-922069-82-5
can mean that purchasing situations are not regarded as entertainment by customers who
claim to remain in full control of time and money spent online while shopping.
As far as marketing consequences of customer shopping experiences are concerned, it
can be concluded that customers of both stores are highly satisfied and willing to
recommend the stores to other people. The satisfaction index for the brick-and-mortar
store is 4.43 and for the virtual one 4.13. The word of mouth index is 4.47 and 4.22
respectively. In these cases there are no statistically significant differences for both stores
(see: Table 3). Interestingly, despite the high satisfaction and intention to positively
recommend the stores, the loyalty index is much lower in both cases (3.30 and 2.99
respectively), although it is significantly higher for the offline store. Lower loyalty index for
the online store is not surprising – after all, main reasons for making purchases in the
Internet are cost, assortment width and convenience. With the availability of information
and almost non-existent switching costs it is possible to find different, most suitable
website each time a consumer decides to buy something.
Table 3. Total experience and its effects in offline and online store
Mann
Asymp.
Standard
Variable
Value
Mean
Whitney U
Sig.
deviation
test
(2-tailed)
Total
Offline store
4.0595
0.31895
experience
773.000
0.005
Online store
3.8870
0.35406
index
Satisfaction
Offline store
4.2986
0.45735
Online store
4.1250
0.57376
Offline store
4.4653
0.56174
Online store
4.2153
0.63948
Offline store
3.6667
0.67722
970.500
0.174
906.000
0.063
636.500
Online store
2.9931
0.84632
Source: Own research. N=96. *1=totally disagree. 5=totally agree
Statistically significant results are bolded.
0.000
Word of Mouth
Loyalty
Analysis of correlations between marketing effects and customer shopping experiences
allows for some interesting observations (see: Table 4). Firstly, the total customer
experience index correlates strongly and positively with all marketing effects in the real
and virtual stores, with the exception of recommendation index in the offline store where
the correlation is moderate. Secondly, the strength of the correlation is diversified among
particular experiential modules. Only two dimensions of shopping experience (affective
and relations with employees) correlate with all indexes of customer satisfaction, WoM
and loyalty in both stores.
In the brick-and-mortar store, the strongest association can be observed between the
experiences created by employees and customer satisfaction level. On the other hand,
escapist module is the only one which has no relation to any of the marketing effects.
A different situation can be observed in the online store. Here, five experiential dimensions
are strongly associated with customer satisfaction (relations with employees, affective,
cognitive, utilitarian, and cost), two with recommendation index (affective and cost) and
two with customer loyalty (relations with employees and symbolic). There is also a
Proceedings of Annual Paris Business Research Conference
13 - 14 August 2015, Crowne Plaza Hotel Republique, Paris, France
ISBN: 978-1-922069-82-5
moderate correlation between escapist dimension of shopping experiences and customer
loyalty.
It can also be observed that positive experiences in online context more often and more
strongly are associated with marketing consequences (only in 5 out of 30 instances the
correlation coefficient is not statistically significant). In the brick and mortar store 10 of the
correlations are insignificant. This may imply that with an offline store, which requires from
the customer much more effort to visit, it takes more than a great shopping experience to
become satisfied, recommending and loyal.
Table 4. Spearman’s Rho correlation coefficient: experiential modules and marketing
effects
Offline store
Online store
Word
SatisWord of
SatisLoyalty
of
Loyalty
faction
Mouth
faction
Mouth
Sensory module
0.408**
0.261
0.331*
0.302*
0.423**
0.031
Affective module
0.383**
0.311*
0.343* 0.527** 0.571**
0.292*
Cognitive module
0.419**
0.074
0.323* 0.529** 0.409**
0.495**
Utilitarian module
0.481**
0.373**
0.192
0.243
0.527** 0.495**
Symbolic module
0.312*
0.183
0.377** 0.431** 0.490**
0.541**
Cost module
0.313*
0.144
0.224
0.216
0.532** 0.558**
Relationship module
0.449**
0.292* 0.624** 0.452**
0.539**
0.646**
(employees)
Relationship module
0.277
0.287*
0.300* 0.497**
0.361*
0.381**
(other customers)
Escapist module
0.106
0.105
0.162
0.185
0.183
0.353*
Total experience
0.406**
0.592**
0.538** 0.756** 0.722**
0.641**
index
**p<0.01; * p<0.05
Source: Own research. N=96.
Strong (<0.5; 0.7>) correlations are bolded.
5. Summary and Conclusions
The experiential marketing is currently one of the answers to changes occurring in social,
economic and technological environment. When selecting a store, customers frequently
expect not only a satisfying product or service but also an experience which can touch
them on many levels: emotional, intellectual or symbolic. Moreover, with the widespread
use of the Internet, a significant part of consumer activities is transferred online, including
shopping behavior. In order to stage compelling experiences it is crucial to understand
how an experience is created, what are its dimensions and what are the consequences of
company’s activities on consumer’s behavior and attitude.
This paper presents an empirically verified model of customer experience in shopping
situations. Nine dimensions and three consequences of customer experiences are
identified and tested for their reliability. The sets of dimensions are identical for online and
offline stores and in six instances the items in each index are the same. The remaining
three (sensory, utilitarian and relations with other customers) are different as it reflects the
differences between the real and virtual spaces.
Proceedings of Annual Paris Business Research Conference
13 - 14 August 2015, Crowne Plaza Hotel Republique, Paris, France
ISBN: 978-1-922069-82-5
Further analysis of the model allows for the conclusion that despite the obvious
differences between online and offline stores, it is possible to create positive and
multidimensional experiences for customers. However, in discussed study, it seems that
the real store created positive experiences in more dimensions than the offline store. It
should be considered, to which extent such situation results from company’s (more or
less) successful activities and to which extent it is a result of different customer’s needs
and expectations.
Moreover, the results of the study imply that positive total shopping experience results in
customer satisfaction, willingness to recommend and loyalty. This is an important clue for
store managers who should incorporate differentiated stimuli in their operations and focus
on staging memorable experiences in order to win customers. This seems to be especially
true for online stores – here most of experiential dimensions correlated with marketing
effects. Perhaps staging compelling and rich customer experiences is a valid strategy to
create a significant advantage in this highly competitive environment.
The current study is not without its limitations. Firstly, the empirical verification of the
model was conducted in a single, hobby-related store and on a relatively small sample.
Therefore, future research should focus on comparative analysis of various shopping
contexts and larger samples. Secondly, the study concerns Polish customer, born and
raised in particular market conditions, which might affect the results. Thus, it is advisable
to study the influence of cultural environment on customer experiences as well.
End Notes
This paper is based on research conducted as part of a project funded by Narodowe
Centrum Nauki (National Science Centre): decision number DEC-2012/05/B/HS4/04213.
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ISBN: 978-1-922069-82-5
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Appendix
Table 6: Reliability of scales: experiential modules and marketing effects
Offline store
Online store
Cronbach’s
Cronbach’s
Number
Number
Alpha
Alpha
of items
of items
coefficient
coefficient
Sensory module
7
0.749
5
0.758
Affective module
6
0.719
6
0.755
Cognitive module
6
0.859
6
0.798
Utilitarian module
7
0.612
14
0.860
Symbolic module
4
0.788
4
0.777
Cost module
5
0.644
5
0.727
Relationship module
5
0.756
5
0.941
(employees)
Relationship module (other
4
0.529
3
0.686
customers)
Escapist module
4
0.860
4
0.920
Total experience index
48
0.886
52
0.923
Marketing effects:
Satisfaction
3
0.679
3
0.794
Word of Mouth
3
0.806
3
0.915
Loyalty
3
0.721
3
0.801
Source: Own research. N=96.