Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers

• Autor(a) principal: Queiroz, Larissa Soares de
• Data de Publicação: 2016
• Outros Autores: Bergamo, Fábio Vinicius de Macedo, Melo, Jezreel Santos de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12149
• topic: Shopping experience; E-commerce; Model Validation; reliability; Confirmatory Factor Analysis.; Experiência de Compra; Comércio Eletrônico; Validação de Modelo; Confiabilidade; Análise Fatorial Confirmatória

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 theConfirmatory Factor Analysis (CFA) to validate the structure, achieving satisfactory results in reliability criteria (factor loadings greater than 0.7 to Cronbachs 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.