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Recent studies reveal that the hedonistic aspect of users’ surfing behaviour and the role it plays in building loyalty have been particularly overlooked. Consumers are increasingly using their mobile devices (+ 69.5% between 2013 and 2014, source Audioweb 2014). At the same time, there is an ever-increasing growth in e-commerce, which currently represents a 15 billion dollar market (source eCommere Forum 2015). Brands and retailers whose core businesses are concentrated on traditional bricks-and-mortar shops have...