The online customer experience


Rose et al. (2011) demonstrated a framework for understanding the concepts that stimulate and influence the online consumer’s purchase behaviours. There are a number of concepts that are highlighted in this framework: information process, perceived ease of use, perceived usefulness, perceived benefit, perceived control, skills, trust, risks and enjoyment. This report will discuss each of the elements based on my experience while shopping on Fjallraven website.


Information processing (IP)

Grant et al. (2007) refer to IP as the psychological process and senses that a consumer uses to evaluate and process the available data and information that will motivate and influence consumers buying behaviours.

Perceived ease of use (PEOU) and perceived usefulness (PU)

PEOU and PU are two factors widely discussed in the consumer behaviour literatures. Technology Acceptance Model (TAM) (Davis, 1989) is one of the foremost theories to explain factors that influence consumers adoption of online shopping. The perception of how easy or difficult a site is to use is extensively linked to a positive or negative online experience. Similarly, Parasuranman and Zinkhan (2002) demonstrate that consumers use perceptions of website features to evaluate their online experiences.

Perceived benefits (BN) and enjoyment (EN)

Consumers find out their online shopping behaviour is associated with positive outcome. I chose to buy a backpack online because shopping online is more convenient for me, more options and it saves time. I enjoy this freedom and efficiency.

Perceived control (PC) & Skill (SK)

Rose et al (2010) state that SK refers to the Internet skills related to online shopping. It states a consumer can gather information together, evaluate products, make a purchase and complete the transaction successfully. Consumers are getting more knowledgeable when purchasing online more frequently. PC refers to consumers feeling confident in which they can function successful in the digital environment. I purchase online regularly, and I become more confident in doing this.

Trust and risk

Perceived risk is the perception of the uncertainty and contrary consequences of a consumer while purchasing. Consumers are more sensitive while shopping online because it is hard for them to evaluate products before they purchase, as well as consumers have to expose their private information to be able to finalise the purchase online. Trust plays an important role in reducing consumer’s perceived risk. Positive memories likely build positive relationships between buyers and sellers, in turn, creating more powerful and proactive customers.

Individuals use their own internal senses to process information from the view of a website. In my case, I wanted to buy a backpack for a 15’ MacBook. I went directly to the Fjallraven website. My first impressions were that the website is well designed with an uncluttered layout, clear organisation, easy navigation and search facility. There is a menu bar with five categories, next to it is a search function.


I went into the backpack category and I can see the bag I want to buy is already displayed on this page.


However, there is a filter function with some sub-categories displayed on the left-hand side (not on the Australian site, there are so many fewer products on the Australian website), you can hide it if you just want to view all products or you can easily type in and find specific products.


Some additional resources display on the bottom of this website, this includes FAQ, shipping & returns, buyer guide, care & repair, warranty.


I loved the website because I found accurate information I needed within a few minutes.  I clicked the checkout button after I added my backpack into my shopping basket. I also appreciated that I don’t have to register with this brand to become a customer. I just filled in my email address (for receipt) and my shipping address with a phone number. There are a big range of payment methods I can choose from. I finalised my payment and then I got a follow up email which includes all details and an estimated delivery date. I enjoyed this process very much.



Chaffey, D & Ellis-Chadwick, F 2016, Digital Marketing, Pearson.

Davis, F 1989, ‘Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology’, MIS Quarterly, vol. 13, no. 3, pp. 319-340.

Fjallraven 2018, viewed 28th August 2018,

Fjallraven 2018, Fjallraven Australia, viewed 28th August 2018,

Grant, R, Clarke, R & Kyriazis, E 2007, ‘A review of factors affecting online consumer search behaviour from an information value perspective. Journal of Marketing Management, vol. 23, no. 5, pp. 519-533.

Parasuraman, A & Zinkhan, G 2002, ‘Marketing to and serving customers through the Internet: an overview and research agenda. Journal of the Academy of Marketing Science, vol. 30, no. 4, pp. 286–295.

Rose, S, Hair, N & Clark, M 2011, ‘Online Customer Experience: A Review of the Business‐to‐Consumer Online Purchase Context’, International Journal of Management Reviews, vol. 13, no. 1, pp.24-39.


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