Impact of the emotional experience on the e-fidelity of the Moroccan consumer

Abstract

The world is witnessing an evolution of digital technology that coincides with a change in consumer buying behavior that makes the customer more independent and informed. As a result, companies need to sell differently and gain a competitive advantage. By tracking consumer behavior through the use of certain digital technologies to personalize consumer experiences and provide customers with unforgettable feelings rather than just an encounter with a product and/or service. In this paper, we will mainly focus on the emotional experience that the customer feels during the online purchase, with the integration of the ergonomic dimensions of the merchant site (accessibility, virtual agent and payment security), as well as showing the mediating role of emotional trust on payment security in relation to the emotional experience and finally testing the impact of the emotional experience on e-loyalty (approach or arousal state). For all these reasons, particular attention will be paid to the choice of the variables to be studied, to the development of the hypotheses and the conceptual model that will be studied in the context of the impact of the emotional experience on electronic loyalty to the merchant site.