The IUP Journal of Marketing Management
Examining the Influence of Transcendent Customer Experience on Website Patronage Intentions in E-Retailing

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM101121
Author Name : Nandan Kumar Dey and Vikas Gautam
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 21



This study aims at empirically examining the influence of Transcendent Customer Experience (TCE) on website patronage intentions both directly and indirectly (through two mediators, namely, attitude towards a website and attitude towards the product). In this regard, the study analyzed 120 responses collected from a large Indian university. Hypotheses testing using structural equation modeling with IBM SPSS Amos 21.0 revealed that no direct relationship exists between TCE and website patronage intentions, whereas a significant relationship exists between the two forms of attitudes (mediators). Similarly, indirect effect testing using PROCESS macro for IBM SPSS 22.0 revealed that TCE does not influence website patronage intentions when mediated only through the attitude towards the product. Full mediation as well as serial mediation effects were identified by the multiple-mediation analysis procedure. These findings led to a decent number of theoretical and practical implications.


An increasing tendency is being witnessed towards creating "unique experiences" by eretailers (online retailers). According to researchers, the most pronounced unique experiences are flow and peak experiences (Klaus and Maklan, 2011) by which e-retailers can successfully engage their online customers for the long term and gain competitive advantage (Lemke et al., 2011; and Izogo and Jayawardhena, 2018). Having the aspects of flow and peak experience, Transcendent Customer Experience (TCE) has the power to shape a customer's attitude and behavior (e.g., Agarwal and Karahanna, 2000; Schouten et al., 2007; and Sukhu et al., 2018). By creating TCE, e-retailers can make their customers return to their websites, browse for more, purchase/repurchase, and thus patronize their websites (Hoffman and Novak, 1996; Wang et al., 2007; and Hausman and Sikpe, 2009). Moreover, words associated with TCE such as interconnectedness, interdependence, technological integration, etc. elucidate the phenomenon of retail website globalization (Kale, 2004). Thus, investigating the influence of TCE on customers' attitudes and website patronage intentions is important for any e-retailer.

Starting with the research on some outdoor activities like commercial river rafting (Arnould and Price, 1993), TCE research has recently focused on relationship marketing