The Place of Experiential Value in the Virtual Space

The purpose of this study is to see how the eight aspects of experiential value and perceived risk affect people's attitudes regarding internet purchasing in developing nations. An average of 204 valid questionnaires were collected from a Tunisian internet consumer sample. The items of each scale were subjected to exploratory factor analysis. All of the variables' dimensions were subjected to principal component analysis employing varimax rotation in SPSS. The different dimensions of scales were analyzed and the items that did not have good loadings (superior to 0.5), have contributions higher than 0.3 on many factors, and that they do not have any contribution higher or equal to 0.5 to one of the principal and identified components were eliminated. The site's experience value is a strong predictor of how people will feel about purchasing there. 31.9 percent of the intention to buy from the site is explained by attitude. This latter, however, only represents 3.3% of the online shopping behavior. Perceived risk fails to significantly predict the attitude towards online shopping (p=.158). This study's conclusions have ramifications for consumer educators. They could, in fact, utilise these data to figure out how to make the customer decision-making process easier in the context of e-commerce. Consumer education programs should take into consideration the major facilitators factors and their antecedents when focused on the attitude towards shopping from the site. This study is the first to evaluate the impacts of eight experiential values on attitudes regarding online buying, which is a theoretical contribution to knowledge. The non significance of the perceived risk on the attitude and consequently its failure as a factor that inhibits the online shopping for the Tunisian sample bring us to look for other variables explaining the non adoption of the online shopping. Only, the self-oriented value dimension (aesthetics, playfulness, efficiency, and excellence) was taken into consideration by the majority of studies in the online context.