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E-Servicescape analysis and its effect on perceived value and loyalty on e-commerce online shopping sites in Yogyakarta

Author

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  • Mogot Hermantoro

    (Faculty Business and Economic, Islamic University of Indonesia, Condong Catur, Yogyakarta, Indonesia)

  • Albari

    (Faculty Business and Economic, Islamic University of Indonesia, Condong Catur, Depok, Sleman D.I. Yogyakarta, Indonesia)

Abstract

The purpose of this study is to explain and analyze the effect of the e-servicescape dimension on perceived value and loyalty to e-commerce sites in Indonesia. The sampling technique used a non-probability sampling technique with a sample of 195 respondents who had shopped at e-commerce more than three times. Data collection is done by spreading the distribution through WhatsApp, Instagram, and Facebook. The research variables consist of aesthetic appeal, layout & functionality, and financial security as independent variables, perceived value as a mediator, and attitude and behavior loyalty variables as dependent variables. The study used AMOS 24 to analyze the data. The results of the study show that the three independent variables are only layout & functionality that have a positive and significant effect on consumers' perceived value perceptions, while the variables of aesthetic appeal and financial security harm perceived value. Furthermore, the perceived value variable has a positive and significant effect on attitude and behavior loyalty as well as attitude loyalty has a significant positive effect on behavioral loyalty. The implication of this research is to add literature and insight for e-commerce players in Indonesia to increase the aesthetic appeal of online stores and financial security so that consumers are loyal in attitude and behavior and that practices that can harm consumers and negatively impact e-commerce players do not occur. Research needs to do further research on the same object but with different results or different objects, such as electronic products or e-commerce bills

Suggested Citation

  • Mogot Hermantoro & Albari, 2022. "E-Servicescape analysis and its effect on perceived value and loyalty on e-commerce online shopping sites in Yogyakarta," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 4(4), pages 39-49, October.
    • Handle: RePEc:adi:ijbess:v:4:y:2022:i:4:p:39-49
    DOI: 10.36096/ijbes.v4i4.354
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    References listed on IDEAS

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    1. Wang, Yong Jian & Hernandez, Monica D. & Minor, Michael S., 2010. "Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task," Journal of Business Research, Elsevier, vol. 63(9-10), pages 935-942, September.
    2. Kauppinen-Räisänen, Hannele & Rindell, Anne & Åberg, Charlotta, 2014. "Conveying conscientiousness: Exploring environmental images across servicescapes," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 520-528.
    3. Chung-Hoon Park & Young-Gul Kim, 2006. "The Effect of Information Satisfaction and Relational Benefit on Consumers' Online Shopping Site Commitments," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 4(1), pages 70-90, January.
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