A Study On The Influence Of E-servicescape On Customer Behavior Intention

With the rapid development of Internet in China and the gradual maturity of e-commerce technologies, the online shopping has become a mainstream shopping mode for consumers. There are a variety of differences between online shopping and traditional shopping.Servicescape is one of them. In the traditional shopping process, the consumers can immerge themselves into it to perceive and experience the servicescape of stores. However, in the online shopping, the consumers can only interact with the online stores by clicking their mouse. The existing studies have shown that in the traditional shopping mode, the servicescape of brick-and-mortar stores has a significant impact on the behavior intention of consumers. In the process of online shoping, will the e-servicescape impact on the behavior intention of consumers and how does it exert the influence? Will the e-servicescape have impact on customer perceived value? These questions are worth of in-depth thinking.Therefore, the following research is carried out based on the above questions.The paper makes summary of relevant theoretical results of servicescape, e-servicescape, customer perceived value and behavior intention of customers. On such basis and by referring to the development characteristics of domestic online stores, the paper carries out research on the model in which the e-servicescape constructed by the S-O-R theory is the independent variable, the customer perceived value is the mediator variable and the behavior intention of customers is the dependent variable.Afterwards, the empirical study is carried out by questionnaire, the SPSS and AMOS software are adopted to make analysis of reliability,validity and intermediate effect for the effective questionnaire. The proposed hypothesis is verified. The results show that e-servicescape consisted of three dimensions: aesthetic appeal, layout and functionality and financial security, which have significant positive effect on consumer behavior intention; the customer perceived value also impact significantly positively on consumer behavior intention; customer perceived value plays an intermediary role between the e-servicescape and behavior intention; however, layout and functionality and financial security don't have significant effect on emotional value. Finally, based on the Chinese online shopping markets' present situation and the research conclusion,the paper puts forward some marketing suggestions expecting to guide the development of online store.