This paper explores consumers' perceptions of their online experience beyond website interface issues. Using Personal Construct Theory (Kelly 1955) this research identified twelve themes including; aesthetics, customer orientation, customization, dependability, entertainment, functionality, identification, informative, innovative, price, product/service offer, and social. These findings build upon those reported in existing literatures on Web site quality. Specifically, this study captured identification and social aspects of online experience as important issues.

Date of creation, presentation, or exhibit



Refereed conference proceedings, Discipline-based Scholarship, Equal Author, -- Exploring Perceptions of Consumer Experience online, with Neil Hair, February, 2008 Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in February 2014.

Document Type

Conference Paper

Department, Program, or Center

Accounting (SCB)


RIT – Main Campus