Exploring the role of E-servicescape dimensions on customer online shopping: A stimulus-organism-response paradigm

Title

Exploring the role of E-servicescape dimensions on customer online shopping: A stimulus-organism-response paradigm

Creator

Yadav R.; Mahara T.

Description

With limited empirical evidence and an incomplete understanding of e-servicescape environment, its effects on e-commerce websites still needs to be explored. Hence, the study understands and assesses the effects of e-servicescape environment on customer purchase behavior, considering the moderating role of gender. The stimulus-organism-response framework was adapted to formulate a conceptual model, in which the e-servicescape (stimulus) features were modelled as an antecedent of customer trust (organism) on website that directs customer behaviour of purchase intention (response). To conduct an analysis, a data sample of 304 responses was collected from those who have earlier used e-commerce websites using a structural equation modelling technique. Results of the study shows that e-servicescape dimensions are a strong predictor of trust that strongly impacts customer purchase intention. Results further reveal that in an online environment, the gender gap is depleting as it impacts all three dimensions of the e-servicescape on customer behavior which remains consistent for both groups. Copyright 2020, IGI Global.

Source

Journal of Electronic Commerce in Organizations, Vol-18, No. 3, pp. 53-73.

Date

2020-01-01

Publisher

IGI Global

Subject

E-commerce; E-servicescape; Gender; Online shopping; Stimuli-organism-response framework; Trust

Coverage

Yadav R., Amity School of Business, Amity University, Noida, India; Mahara T., Institute of Management, Christ University, Bengaluru, India

Rights

Restricted Access

Relation

ISSN: 15392937

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.4018/JECO.2020070104

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85089912994&doi=10.4018%2fJECO.2020070104&partnerID=40&md5=a617e01391b4ed74307a1ad95ae1e978