Understanding Customer Shopping Experience Considering Integration of Online and Offline Shopping: A Case Study of Furniture Industry

The study aims to understand the customer shopping experience for furniture considering online to offline shopping. The study investigates the impact of physical experience and integration of online and offline on perceived benefit and perceived risk. Further, the study examines the effect of perceived benefit and perceived risk on customer intention. Finally, the impact of customer intention on the customer shopping experience. For the study data was collected based on the developed questionnaire. Structural equation modelling is applied for hypotheses testing. It is identified that physical experience does not have a significant impact on perceived risk. While the rest of the relationships got supported. Finally, based on the results it is concluded that for the furniture industry integration of online to offline is required along with physical stores. This improves customer shopping experience.