Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers

Abstract

This study aims to validate the Online Customer Experience framework (Rose et al., 2012), which measures the shopping experience in digital environments, with brazilian customers. For that, was used the theoretical approach on Online Customer Experience (OCE), with brief background of the structural model and validation criteria for the same. The research methodology was based on a sample estimated by partial least squares (PLS) 220 consumers online. To collect data, we used a questionnaire with 61 items relating to latent variables that make up the model. The results were submitted to the Confirmatory Factor Analysis (CFA) to validate the structure, achieving satisfactory results in reliability criteria (factor loadings greater than 0.7 to Cronbach´s alpha and Composite Reliability), convergent validity (charges between 0.53 and 1.00) and discriminant validity (with higher √VME correlations in all latent variables). Thus, the results indicate that the framework was validated for brazilian customers, adding relevance to the proposed measurement of the OCE in the reality of Brazil through the model used.