Research On The Effect Of E-Servicescape On Customer Online Behavioral Intention

With the rising popularity of the concept of online consumption and gradually improved online shopping technology,logistics as well as online payment,consumers'shopping behaviour extend from traditional physical stores to new online stores,online shopping market has significantly developed.Under the background of the experience economy,the online retailers increase emphasis on the role of network experiential marketing in the process of attracting and retaining customers.Shopping websites are the forefronts of online retailer to contact with their customers,and incredibly important to gain and keep customers.Because of low cost,easy-to-handle and diversity of network design,e-servicescape has become an important means for enhancing shopping experience,driving customer purchase behavior.Environmental cues of online stores have been emphasized by both researchers and practitioners.Many scholars,at home or abroad,have made reviewed and carried out empirical studies on the action mechanism of e-servicescape on customer behavioral intention.There are many valuable conclusions that enriched this research topic.Even though,current researches still have inconsistencies and theory blanks to enrich.Explorations of customer psychologicalstates driving customer purchase behavior in the context of e-servicescape are not careful,comprehensive and deep enough.Based on the shortcomings of the existing research achievements,three specific researches were carried out to explore the effect of e-servicescape on customer behavioral intention futher.The results are benefit for the academic and the industry to identify consumers'motivation in the e-servicescape,and to formulate a strategy to drive customer purchase behavior using easily manipulated factors(e.g.e-servicescape),and finally to improve enterprise performance.The primary works are presented as follows:(1)This paper explores the influence of E-Servicescape and customer dominance on online behavioral intention.On the basic of Stimulus-Organism-Response model and Customer Involvement Theory,data was collected by scenario-simulated experiment approach and a mediated moderation model was test using hierarchical regression analysis.Results reveal that e-servicescape has significant and positive effect on online customer dominance and behavior intention and this effect is moderated by consumer involvement.Meanwhile,customer dominance conveys the effect of e-servicescape,consumer involvement and their interaction on online behavior intention.(2)This paper explores the influence of E-Servicescape and initial online trust on online behavioral intention.On the basic of the Stimulus-Organism-Response model,this study proposed a research framework for testing the reciprocity.Based on a sample of customers visiting an online store firstly,the SEM method was employed to test the theoretical model and the corresponding hypotheses.The findings confirm that all the 3 dimensions of e-servicescape-aesthetic appeal,layout and functionality,financial security-aaffect consumers' initial trust and perceived risk,and in turn,consumer behavioral intention.Furthermore,the study reveals that the relationship between initial trust and perceived risk is reciprocal.(3)This paper explores the influence of E-Servicescape and flow experience on online behavioral intention.Based on Stimulus-Organism-Response model,Flow Theory and Regulatory Focus Theory,this study puts forward a model of effect of e-servicescape on online behavior intention from the viewpoint of customer online shopping experience.Data collected from 416 online shoppers is analyzed by structural equation model to test the proposed hypotheses.Results of the study reveal that e-servicescape has significant and positive effects on flow experience.Furthermore,customer flow experience influences online behavior intention positively,and also mediates the relationship between e-servicescape and online behavior intention.Moreover,regulatory focus plays a moderating role on the relationship between e-servicescape and customer flow experience.Aesthetic appeal factors of the online store,as well as layout and financial factors,have stronger effects on the flow experience of customers with promotion focus,while financial security factors play a greater role on the flow experience of customers with prevention focus.In the theoretical aspect,the results draw a line and the scope of the correlation theories of e-servicescape and customer online behavioral intention,depict customer psychologicalstates in the context of e-servicescape carefully and comprehensively,supplement theories of e-servicescape and customer online behavioral intention constructively.In the practical aspect,the resultshas offered a new viewpoint for the managemers of online stores.Gain and keep customers using easily manipulated factors(e.g.e-servicescape).Meanwhile,managemers of online stores should keep customers and upgrade their online shopping experience by customer involvement,customer buying experience and customer regulatory focus,and finally encourage customer purchase behavior as well as improve enterprise performance and competitiveness.