Creating a Model for the Online Shopping Experience of DigiKala Customers in VUCA Environments

Today, companies are required to create a memorable and positive experience for customers in VUCA environments.The aim of this study is to design a model of the actual online shopping experience of Digikala customers under VUCA conditions.This research is fundamental and applied in terms of purpose, qualitative with a phenomenological approach in terms of analysis method, exploratory and descriptive with an inductive approach in terms of execution, and cross-sectional in terms of timing.The statistical population includes 10 Digikala customers in Tehran who made digital purchases between December 2022 and March 2023 under VUCA conditions.The sampling was conducted purposefully and judgmentally.To assess the validity of the interviews and their questions, face validity was employed, and for coding process validity, continuous involvement, participation with research members, and triangulation methods were used.Additionally, the reliability of the interviews was assessed using the retest method, resulting in a reliability score of 26.73%.In this study, 144 formulated meanings were extracted, and subsequently, 53 sub-themes were categorized into four main VUCA themes (volatility, uncertainty, ambiguity, and complexity) considering both positive and negative experiences.The results indicated that frequent price changes, currency fluctuations, and other factors can create doubt and tension for customers, ultimately leading to negative experiences.By implementing price stability, providing comprehensive information, and other strategies, the actual online shopping experience of Digikala customers can be improved, thereby increasing customer satisfaction.