From Surfing to Buying: the Role of Online Customer Experience in Acquiring and Converting Web Traffic
نویسندگان
چکیده
We thank Michael R. Bauer for his support. We thank Tom Lee and Kevin Steensma for their comments on an earlier version of this paper. Last but not the least, we thank Yulin Long and Qian Wang for their excellent research assistance. ABSTRACT This study provides evidence on the role played by online customer experience in acquiring traffic and converting traffic to sales in a sample of pure Internet firms. We find a positive association between traffic and a composite score of online customer experience quality. We then document that online customer experience moderates the relationship between web traffic and sales. We find that two specific dimensions, website navigability and relationship services, help attract traffic. In contrast, five dimensions of online customer experience (onsite resources, price leadership, and customer confidence besides website navigability and relationship services) moderate the relationship between web traffic and sales.
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