Abstract:

The shopping experience is seen as a major growth driver for retail. This confirms the importance for distributors to integrate channels through a cross-channel distribution strategy. The purpose of our study is to analyze and present the online shopping experience through its dimensions and its effect on the purchasing intent of customers.  A questionnaire survey was carried out among 156 Internet users of the digital platform «Pharma-shop». The results reveal the positive effect of the informativity variables and sensory aspects on the shopping intentions of online customers.