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This article identifies the underlying dimensions of a consumer's experience. Data are collected through a Web-based survey using samples from three Internet distribution channels (n = 397). Exploratory factor analysis is employed. Scale-development procedures result in a seven-factor model consisting of Environment, Benefit, Accessibility, Convenience, Utility, Incentive, and Trust. Implications for management and future research are presented.
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Knutson et al. (2007) studied this question.
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