Analyzing the delightful Ccustomer experience in e-Shopping entrepreneurial marketing

Extended Abstract
Introduction: Organizations seek to establish meaningful and lasting relationships with the customers based on the customer’s purchase experience, which plays an important role in consumer behavior. Customer experience is considered a vital resource in creating a competitive market advantage; building it in customers is the key to business superiority, leading to satisfied and loyal customers and distinguishing the company from its competitors. This is because 86 percent of consumers are willing to pay more for an enjoyable shopping experience. Therefore, it can be said that customer experience is one of the critical points in the business growth cycle. Moreover, since a significant number of public purchases are increasingly influenced by online environments, and online stores are continuously advancing and making the market highly competitive for all kinds of services, examining this issue is important and can be regarded as a foundation for business development. Therefore, considering the aforementioned points and the fact that utilizing diverse business services through technology platforms is becoming a norm and habit for customers, addressing this environment and examining customer experience is an unavoidable necessity. It is important to note that this issue cannot be resolved through training and commercial advertising alone; it requires a comprehensive understanding of the factors influencing it. According to the conducted reviews, it has been found that very few studies have been carried out in the field of understanding enjoyable customer experiences, especially in electronic purchases, and there is a scientific and theoretical gap in this area. Therefore, this research aims to bridge this gap as much as possible by reviewing previous studies and synthesizing their results.                                                                                                                                 
                                                                                                                                
 Methodology: The present study is applied in terms of purpose and qualitative in terms of purpose, and was conducted using the meta-synthesis research method and the Sandlowski-Baroso style. The goal of meta-synthesis is to integrate multiple studies to create new findings through interpretation and analysis of the concept (Mohammadifar and Khosravi, 2023). The purpose of using the metasynthesis method in this study is to integrate and examine the factors affecting the enjoyable customer experience in electronic purchases, with an entrepreneurial marketing approach from a systematic and comprehensive perspective. Considering the use of the metasynthesis method, the research findings are extracted in seven stages. The study population includes all scientific studies published in Scopus and Web of Science in the period from 2013 to 2023 in reputable scientific databases.                                                                                                
                                                                                                            
Discussion and Results: study show that the enjoyable customer experience in electronic shopping, with an  entrepreneurial marketing approach, is influenced by three factors: the appropriate integration of controllable elements, customer orientation, and website features. Web features with 20 references, document management with 13 references, and proper integration of controllable elements with 12 references were identified as having entrepreneurial characteristics for an enjoyable e-shopping experience.                                                                                                                                                                       Among the website features, the elements of site security and trust were identified with 9 references, website user-friendliness with 7 references, and store environment visualization with 4 references, respectively. Customer orientation, the second dimension of influence on the enjoyable customer experience in e-shopping with entrepreneurial characteristics, includes factors such as customer communication with 9 references and personalization and customization with 4 references.                                                                                                       The dimension of appropriate integration of controllable elements, with 12 references, was identified as the third and final theme, consisting of four concepts: product, price, distribution, and promotion, among which product had the highest number of references.                                                                                                                                             
Conclusion: This research was conducted to investigate the factors affecting the enjoyable experience of e-shopping with entrepreneurial characteristics using a meta-synthesis method. Enjoyable experience in e-shopping is one of the new research areas in the field of e-marketing. With the widespread use of the Internet and the online environment, many organizations can use entrepreneurial development to provide visitors with an enjoyable experience in e-shopping. E-shopping cannot offer the same variety of emotional stimuli as shopping. However, the results show that a pleasant customer experience in e-shopping with entrepreneurial features can lead to web page exploration and indirectly to unintended purchase intention. Therefore, a pleasant customer experience has practically provided the possibility of creating a competitive advantage for organizations. Therefore, by creating a pleasant experience for organizations, customers can become their fans. Creating this type of experience increases consumption, increases loyalty, reduces costs, increases revenue, etc.