1.

3 Aim and objectives

Therefore, the aim of this research is to critically analyze the different British
and Chinese online customer experiences on online purchasing websites, with
the analysis from the perspective from cultural differences. In order to achieve
the desired aim, the following specific objectives have been formulated:
To critically evaluate the literature relating to online customer experience,
experience marketing, online customer behaviour and cultural theories.
To propose a newly founded conceptual framework of online customer
experience.
To design a questionnaire based on the proposed framework and
implement empirical research on the British and Chinese online customer
experience on online purchasing websites.
To compare and contrast the results of the questionnaires with the
proposed framework and to determine related components in the
framework that has significant impact on online customer experience and
behaviour.
To analyze the cultural impacts on the related components that influence
British and Chinese customer experience and behaviour, with the
assistance of cultural theories.
To make recommendations for website designers from the perspective of
online customer experience and cultural consideration.







































Figure 1. Proposed conceptual framework

Sensorial
Concentration and
focus
Cognitive
Telepresence
Transformation of
time
Challenge and
arousal
Emotional
Enjoyment
Pragmatic
Control
Ease of use
Complexity
Lifestyle
Degree of risk
Novelty
Relational
Interactivity
Feedback
Costumer
experience
(cognitive and
affective)
Consumer
behavior
Cultural impact
Individualism
and
collectivism
Femininity and
Masculinity
Power distance
Uncertainty
avoidance
Long-term and
short-term
oriented
H1
H2
H3
H4
H5
H6
H7
The above discussion contributes to a thorough review of the extant literature,
proposed framework and the development of the following hypotheses, they
are:
H1: Sensorial determinant is positively related to the customer experience.
H2: Emotional determinant is positively related to the customer experience.
H3: Cognitive determinant is positively related to the customer experience.
H4: Pragmatic determinant is positively related to the customer experience.
H5: Lifestyle determinant is positively related to the customer experience.
H6: Relational determinant is positively related to the customer experience.
H7: customer experience is positively related to customer behaviour.


Research Results
5.1 respondents profile
In order to find out the British and Chinese different online customer
experience, data from different nationality are needed to collect. According to
the survey result, the total size of the sample is 217, among which 102 are
reported British and 115 Chinese, accounting for 47% and 53% respectively.
Therefore, it is shown that a similar sample size between British and Chinese
was reached. In addition, the major profiling of the respondents age range
were between the age group of 18-25 years old (63.1%), followed by the age
group of 26-35 years old (23.5%). (see Table 3)

Table 3 Respondents demographic information
Demographic Britain %
(Britain)
China %
(China)
Sum %
(Sum)
Nationality 217 100%
Britain 102 47.0%
China 115 53%
Age 217 100%
Range(Year)
Under 18 5 4.9% 0 0% 5 2.3%
18-25 56 54.9% 81 70.4% 137 63.1%
26-35 25 24.5% 26 22.6% 51 23.5%
36-45 10 9.8% 3 2.6% 13 6.0%
46-55 2 2.0% 2 1.7% 4 1.8%
56-65 4 3.9% 3 2.6% 7 3.2%
Above 65 0 0% 0 0% 0 0%

5.2 Reliability test
Checking the reliability of the questionnaire scale, especially the scales
internal consistency plays a predominant role in the success of research
(Pallant, 2010) because the reliability of a measure indicated whether the tool
measures the concept and contribute to evaluating the appropriateness of a
measure (Alkilani et al, 2013). And Cronbachs alpha coefficient is one of the
most commonly used indicators of internal consistency and it is generally
accepted that the value of Cronbach alpha should be above 0.7 (Devillis,
2003). In this research, all the variables including sensorial, emotional,
cognitive, pragmatic, lifestyle and relational dimensions, customer experience
and customer behaviour were tested with reliability analysis in SPSS.

According to the findings demonstrated in Table 4, the value of sensorial
Cronbachs alpha is 0.713 which is acceptable and the value of pragmatic and
relational Cronbachs alpha are 0.823 and 0.815 respectively which are
preferable (Pallant, 2010).However, as for emotional dimension, the value of
Cronbachs alpha can increase from 0.827 to 0.866 if item No. 3 is deleted.
Similarly, the cognitive Cronbachs alpha can grow from 0.710 to 0.718 if item
No. 9 is deleted, the lifestyle Cronbachs alpha from 0.774 to 0.775 if item No.
31 is deleted.

Table 4 Eight factors Cronbachs alpha value
Factors
name
Variable Cronbachs
alpha if
item
deleted
Cronbachs
alpha
Sensorial 0.713
1.Purchasing websites page should be
interesting and eye-catching.
N/A
2. The applications (e.g. updated PC-end
apps, online shopping instructions) on
purchasing websites should be attractive to
me.
N/A
Emotional 0.827
3. The design of purchasing websites impacts
on my enjoyment level of online experience.
0.866
4. I should be satisfied with the delivery
process from companies to customers.
0.758
5. I should be satisfied with the product I
receive.
0.767
6. I expect to be highly satisfied with the
service quality on purchasing websites.
0.743
Cognitive 0.710
7. I can become absorbed for a long period of
time when surfing purchasing websites.
0.689
8. I am willing to search and compare several
purchasing websites to achieve my purchasing
goal.
0.683
9. I prefer to use minimal number of
purchasing websites to achieve my purchasing
goal.
0.718
10. I am interested in how purchasing
websites communicate with customers.
0.594
11. My curiosity should be stimulated by the
listed products on purchasing websites.
0.615
Pragmatic 0.823
12. It is important that I can clearly understand
and confidently use the main functions of
purchasing websites.
0.806
13. I should be satisfied with the automatic
functions (e.g. automatic delivery address
showed at the second time of purchase) on
purchasing websites.
0.800
14. Purchasing websites page should be
directive.
0.793
15. The applications (e.g. payment method)
provided by the sites should be easy to use.
0.813
16. Getting the full information of a product or
service from the purchasing websites is
important.
0.795
17. When I search one product, I expect
information on alternative products to be
available via a link.
0.808
18. Details of past customer experience
information on purchasing websites is helpful
to me.
0.806
19. The condition of delivery that is clearly
explained on the sites is a determinant to final
purchase.
0.816
20. The speed and quality of the sellers reply
on websites is a determinant to final purchase.
0.806
Lifestyle 0.146
21. The description of the quality and function
of products listed should be reliable.
0.054
22. The security in the transaction on
purchasing websites is important.
0.101
23. The products or services provided by the
websites should try to appeal to my creative
thinking.
0.615
Relational 0.815
24. The speed of webpage loading and
response is important.
0.810
25. Purchasing websites that can provide
personalized information to the unique needs
of customers is important.
0.768
26. Using purchasing websites (e.g. instant
messaging tools or emails) should assist the
development of my social interactivity.
0.786
27. The quality of after-sales services (e.g.
follow-up review request) is important.
0.769
28. Receiving more related product or services
ads after purchasing is important.
0.755
Customer
experience
0.543
29. Online purchasing that can saving my
money, time or energy is important.
N/A
30. Generally speaking, I have better
experiences for using purchasing websites
rather than in-store shopping.
N/A
Customer
Behaviour
0.774
31. I usually make my final purchasing
decision online after comparison rather than
bricks-andmortar stores
0.775
32. I would like to further explore purchasing
websites other functions and services that Ive
never experienced.
0.677
33. I would like to spend more time on
purchasing online.
0.628

As for the lifestyle, even though item No. 23 is deleted, the Cronbachs alpha is
still less than 0.7 (0.615). But in Table 5 of the lifestyle summary item statistics
table, the mean inter-item correlation is 0.229, with values ranging from 0.09 to
0.466, which indicates a strong link among items.

Table 5 Lifestyle summary item statistics




In regards with customer experience dimension, the Cronbachs alpha is less
than 0.7 (0.545), moreover, its mean inter-item correlation isnt in between the
minimum and maximum value (see Table 6). As a consequence, the items No.
29 and 30 under customer experience dimension should be removed.

Table 6 Customer experience summary item statistics




To conclude, in order to make sure the reliability of the questionnaire, items No.
3, No. 9, No. 23, No. 29, No. 30.and No. 31 should all be deleted from the
original questionnaire, which lead to an adjusted framework seen in Figure. 2.
In accordance with this, the original hypothesizes should be taken away, with 6
new hypothesizes shown below:
H1: Sensorial determinant is positively related to the customer behaviour.
H2: Emotional determinant is positively related to the customer behaviour.
H3: Cognitive determinant is positively related to the customer behaviour.
H4: Pragmatic determinant is positively related to the customer behaviour.
H5: Lifestyle determinant is positively related to the customer behaviour.
H6: Relational determinant is positively related to the customer behaviour.


Mean Minimum Maximum
Inter-item
Correlation
0.229 0.090 0.466
Mean Minimum Maximum
Inter-item
Correlation
0.385 0.385 0.385




























Figure 2. Adjusted conceptual framework

Sensorial
Concentration and
focus
Cognitive
Telepresence
Transformation of
time
Challenge and
arousal
Emotional
Enjoyment
Pragmatic
Control
Ease of use
Complexity
Lifestyle
Degree of risk
Novelty
Relational
Interactivity
Feedback
Consumer
behavior
Cultural impact
Individualism
and
collectivism
Femininity and
Masculinity
Power distance
Uncertainty
avoidance
Long-term and
short-term
oriented
H1
H2
H3
H4
H5
H6
5.3 T-test
T-test is applied to compare averages between two groups or two occasions
(Pallant, 2010) and in the context of this research, independent-samples t-test
was adopted because it can compare the mean scores of British and Chinese
people and determine whether there is a statistically significant difference in
the mean scores for British and Chinese people (Pallant, 2010). In addition,
the design of this research met the assumption of t-test such as using a
continuous scale, random sampling, independence of observation,
homogeneity of variance and so on (Pallant, 2010). It is commonly accepted
that if the precise value of t is greater or equal to 2, the difference is significant
(Kinnear and Gray, 2000). Similarly, if the Sig. value (p) is less than 0.05, the
homogeneity of variance assumption will be violated and significant difference
exists in the two variances.

It is clearly demonstrated from Table 7 that apart from the sensorial, emotional
and lifestyle factors, the t values of cognitive, pragmatic, relational and
customer behaviour factors are larger than 2 (with values of 6.088, 3.480,
6.274 and 3.457 respectively) and at the same time, their p values are all less
than 0.05. Besides, the means of Chinese in the four factors are greater than
that of British. So the conclusion can be made that there are significant
differences of British and Chinese in terms of cognitive, pragmatic, relational
and customer behaviour dimensions, and Chinese have more positive attitude
towards these four dimensions.

Table 7 T-test of British and Chinese people
Factors
name
Mean
(British)
Mean
(Chinese)
t Sig.
(2-tailed)
conclusion
Sensorial 4.1569 4.2957 -1.327 0.172 No
significant
difference
Emotional 4.6797 4.6783 -0.019 0.984 No
significant
difference
Cognitive 3.4632 4.0674 -6.088 0.000 Significant
difference
Pragmatic 4.0610 4.3247 -3.480 0.001 Significant
difference
Lifestyle 4.6324 4.6348 -0.031 0.975 No
significant
difference
Relational 3.3686 4.0243 -6.274 0.000 Significant
difference
Customer
behaviour
3.2353 3.6565 -3.457 0.001 Significant
difference

5.4 Multiple regression analysis
Multiple regression analysis is a technique to explore the relationship between
one continues dependent variable and a number of independent variables or
predictors (Pallant, 2010, p.148), which can help achieve a construction of a
linear multiple regression equation of the general form
y=b
0
+b
1
(x
1
)+b
2
(x
2
)++b
p
(x
p
),
where the parametres b
1,
b
2,,
b
p
refer to the partial regression coefficients and
the b
0
refers to the regression constant (Kinnear and Gray, 2000).

So in this research, the separate multiple regression analysis of British and
Chinese group was carried out to test the new six hypotheses (H1, H2, H3,
H4, H5 and H6) so that difference of British and Chinese online customer
experience can be figured out. Before running the regression analysis, it is
necessary to calculate the mean of each of the six dimensions because each
dimension consists of 2 to 9 sub-variances which is impossible to run multiple
regression analysis. Before interpreting the results of multiple regression
analysis, checking the multicollinearity on variables with the value of Tolerance
and VIF (Variance inflation factor) is an inevitable process. If the Tolerance
value is less than 0.10, it suggests a high multiple correlation and possibility of
multicollinearity (Hair et al, 2006; Pallant, 2010). Meanwhile, if the value of VIF
is more than 10, there is also a possibility of multicollinearity, then the highly
intercorrelated independent variables should be deleted from the model
(Pallant, 2010). After confirming the inexistence of multicollinearity problem, it
is necessary to evaluate each of the independent variables with the value of
Sig. If the Sig. values less than 0.05, it indicates that the variable is making a
significant unique contribution to the prediction of the dependent variable
(Pallant, 2010, p.161). The results of the British and Chinese multiple
regression analysis is shown in Table 8 and Table 9 separately.

Table 8 Results of British multiple regression analysis.
Unstandardised
coefficients
Standardised
Coefficients
t Sig. Collinearity
Statistics
B Std.
Error
Beta Tolerance VIF
(Constant) 0.853 0.987 0.865 0.389
Sensorial 0.105 0.141 0.082 0.747 0.457 0.613 1.632
Emotional 0.062 0.254 0.028 0.243 0.808 0.577 1.734
Cognitive 0.405 0.125 0.333 3.240 0.002 0.706 1.416
Pragmatic 0.435 0.240 0.230 1.815 0.073 0.464 2.155
Lifestyle 0.441 0.194 -0.249 -2.278 0.025 0.623 1.604
Relational 0.158 0.131 0.130 1.202 0.232 0.636 1.573
Notes:
Dependent variable: Customer behaviour
Independent variable: six dimensions of experiential marketing representing
the determinants of customer behaviour
R=0.541; R Square=0.293; Adjusted R Square=0.248; F=6.552; P=0.000
(p<0.05)

According to Table 8, the Tolerance values ranged from 0.577 to 0.706 in
which were all greater than 0.10 and the value of VIF ranged from 1.416 to
2.155 in which were all less than 10. As a result, no problems of
multicollinearity were reported. And the Sig, value, namely, the p value is less
than 0.05 in H3 (cognitive dimension) and H5 (lifestyle dimension) so H3 and
H5 are supported. In another word, the cognitive and lifestyle components of
customer experience have positive relationship with customer behaviour. As
for the p values for other hypotheses (H1, H2, H4 and H6), they are all more
than 0.05, which suggest that the sensorial, emotional, pragmatic and
relational components of online customer experience in the British group are
not significantly related to customer behaviour, namely, the H1, H2, H4 and
H6 are rejected in the British group. In addition, the change of customer
behaviour is reported 29.3% (R Square=0.293) by a combination of various
independent variables, consisting of cognitive and lifestyle dimensions.
Accordingly, the multiple regression equation for the British group can be
constructed as followed:
Customer behaviour
(B)
= 0.853 + 0.405(Cognitive) + 0.441(Lifestyle)

Table 9 Results of Chinese multiple regression analysis.
Unstandardised
coefficients
Standardised
Coefficients
T Sig. Collinearity
Statistics
B Std.
Error
Beta Tolerance VIF
(Constant) 0.713 0.492 1.450 0.150
Sensorial 0.148 0.113 0.130 1.313 0.192 0.482 2.074
Emotional -0.375 0.154 -0.285 -2.432 0.017 0.342 2.926
Cognitive 0.335 0.138 0.270 2.430 0.017 0.380 2.630
Pragmatic 0.676 0.256 0.475 2.638 0.010 0.145 6.901
Lifestyle 0.251 0.137 0.181 -1.829 0.070 0.481 2.077
Relational 0.230 0.161 0.199 1.434 0.155 0.244 4.104
Notes:
Dependent variable: Customer behaviour
Independent variable: six dimensions of experiential marketing representing
the determinants of customer behaviour
R=0.702; R Square=0.492; Adjusted R Square=0.464; F=17.467; P=0.000
(p<0.05)

Based on the findings from Table 9, the Tolerance values ranged from 0.145 to
0.482 in which are all greater than 0.10 and the value of VIF ranged from 2.074
to 6.901 in which are all less than 10. Therefore, the problem of
multicollinearity does not exist in this analysis. And the p values are less than
0.05 in H2 (emotional dimension), H3 (cognitive dimension) and H4 (lifestyle
dimension) so H2, H3 and H4 are supported, which suggests that the
emotional, cognitive and pragmatic components of customer experience are
positively related to customer behaviour. As for the p values for other
hypotheses (H1, H5 and H6) which are more than 0.05, suggesting that the
sensorial, lifestyle and relational components of online customer experience in
the Chinese group are not significantly related to customer behaviour, and the
H1, H5 and H6 are rejected in the Chinese group. In addition, the change of
customer behaviour is reported 49.2% (R Square=0.492) by a combination of
various independent variables, consisting of emotional, cognitive and
pragamatic dimensions. Accordingly, the multiple regression equation for the
Chinese group can be constructed as followed:
Customer behaviour
(C)
= 0.713 0.375(Emotional) + 0.335(Cognitive) +
0.676(Pragmatic)