Dimensions of Online Shopping Experience and Satisfaction : An Application of Pine and Gilmore's 4Es 

The Internet has become a new platform for doing business. Online shopping transactions continue to grow in many parts of the world and this provides an opportunity for market expansion in emerging markets such as South Africa. The industry is vastly competitive and multifaceted as consumers require nothing less than a favourable experience and increased satisfaction. By applying Pine and Gilmore's 4Es, this study aimed to investigate the dimensions of online shopping experience and which dimensions affect shopper satisfaction in South Africa. Both convenience and snowball sampling procedures via an online survey were adopted to obtain 215 usable questionnaires from respondents. The findings of this study indicated that esthetainment has a significant relationship and predictive power on online shopper's satisfaction. Online retailers can use the established dimension and recommendations offered in the study to enhance their competitiveness in the industry.