Understanding Online Purchase Aspects: Re-Examining the Antecedents of Cognitive Experience and Customer Satisfaction

Abstract

Drawing on the conceptual framework proposed by Rose et al. (2011), this study explores online customer experience (OCE) from both a theoretical perspective and empirical validation perspective. This study aims to: (1) examine the relationships between key OCE variables; (2) identify antecedents that influence cognitive experience states and customer satisfaction; and (3) contribute to the ongoing development of theory and methodology on digital consumer behavior. Building on the existing literature, this study adopts and extends an established model to explore how specific factors influence customer experience and outcomes in online shopping contexts. Empirical findings confirm the relevance of the framework, demonstrating significant links between antecedents, cognitive states, and satisfaction. This study enriches theory by refining the model for broader applicability and provides practical guidance for e-commerce practitioners who are committed to designing more engaging and satisfying digital experiences. We encourage future research to explore models across industries and cultures, integrate emerging technologies, and adopt longitudinal and mixed methods designs to capture the evolving nature of OCE.