This paper explores consumers' perceptions of their online experience beyond website interface issues. Using Personal Construct Theory (Kelly 1955) this research identified twelve themes including; aesthetics, customer orientation, customization, dependability, entertainment, functionality, identification, informative, innovative, price, product/service offer, and social. These findings build upon those reported in existing literatures on Web site quality. Specifically, this study captured identification and social aspects of online experience as important issues.
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Hair, Neil and Colton, Deborah, "Exploring perceptions of consumer experience online" (2008). Accessed from
RIT – Main Campus