Online Shopping Experience: The Case of Zara

This study analyzes the online shopping experience on the website of Zara, a chain of clothing and fashion accessories stores for women, men, and children, to ascertain consumers' perceptions and opinions regarding: the perceived quality of the brand's website; social influence and recommendation; performance expectations; trust; satisfaction and brand loyalty. The analysis was carried out by implementing a questionnaire which obtained 293 responses from individuals aged 18 or over who had already placed at least one order on the website. After analyzing and processing the data, it can be said that both the perceived quality of the website and social influence and recommendation have a positive effect on performance expectations. Performance expectations have a strongly positive effect on consumer satisfaction and trust. It has also been shown that satisfaction has a positive impact on both consumer trust and loyalty. It was also confirmed that performance expectations and trust have no impact on loyalty and that trust does not mediate the relationship between satisfaction and consumer loyalty.