Abstract
In the current online business environment, the use of internet and smart technologies (e.g., smart mobile phones, tablets, wearables etc. have become advances and predominantly use in the society. With consumer becoming more tech-savvy and Internet-savvy (Immonen and Sintonen, 2015), consumer now have the chance to experience efficient services provided by the organizations. Consumers are expecting more targeted and more responsive, from retailers therefore, it is important that retailers assess the real value of the internet and smart technologies in creating new consumer experience (Faroudi et al.,2018). In creating experience through the internet and smart technologies, (Hoffman, Novak and Yung, 1996) highlight the important of flow that arise during online navigation that is triggered by a sequence of responses, which are facilitated by machine interactivity. Thus, online navigation through ecommerce should not only based on the marketing mix but also must be based on the marketing web experience. Web experience is a consumer’s total impression and expectations about the company e-commerce website that consists of the element’s usability, interactivity and aesthetics (Constantinides, 2004). With the rise of smart technologies there have been a shift in the web consumer experience (WCX) behavior but also in digital consumer experience (DCX) (Yu, Seo & Ko, 2021; Faroudi et al., 2018 & Jung; Pantano and Priporas, 2016).
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