A Study of Online Shopping Experience and Swaying Brand Preference Between Noon and Amazon in UAE

The purpose of this study was to understand how different factors could affect the Online Shopping Experience (OSE) among consumers using Amazon and Noon e-commerce platforms in the United Arab Emirates (UAE). Through a review of literature and subsequent analysis, the authors identified seven dimensions that could impact OSE, namely, customer service, customer delight, reliability, self-congruity, attractiveness, product variety and affordability (value for money). The impact of these on the shopping experience of the customer was examined in this study using an integrated research framework. Further analysis was carried out to determine the likely impact of sub-factors of these dimensions on the shopping experience in the context of both Amazon and Noon users. The findings of the study suggest that e-commerce platforms in the UAE can improve their customer experience by focusing on customer service, customer delight, reliability, product variety, and self-congruity. It is further implied that by focusing on the theoretical dimensions of OSE and their application in suitable contexts, the e-commerce industry in the UAE can create a competitive edge.