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Exploring the Role of E-Servicescape Dimensions on Customer Online Shopping: A Stimulus-Organism-Response Paradigm

Author

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  • Rohit Yadav

    (Faculty of Management Studies, Amity School of Business, Amity University, Noida, India)

  • Tripti Mahara

    (Institute of Management, Christ University, Bengaluru, India)

Abstract

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.

Suggested Citation

  • Rohit Yadav & Tripti Mahara, 2020. "Exploring the Role of E-Servicescape Dimensions on Customer Online Shopping: A Stimulus-Organism-Response Paradigm," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 18(3), pages 53-73, July.
    • Handle: RePEc:igg:jeco00:v:18:y:2020:i:3:p:53-73
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    Cited by:

    1. Naseer Abbas Khan & Robin Maialeh & Maria Akhtar & Muhammad Ramzan, 2024. "The Role of AI Self-Efficacy in Religious Contexts in Public Sector: The Social Cognitive Theory Perspective," Public Organization Review, Springer, vol. 24(3), pages 1015-1036, September.
    2. XinMei Ye & Hira Batool & Shi-Zheng Huang, 2023. "The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation model," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-21, December.
    3. Sally Mohamed Amer, 2021. "The Effect of E-Servicescape, Website Trust and Perceived Value on Consumer Online Booking Intentions: The Moderating Role of Online Booking Experience," International Business Research, Canadian Center of Science and Education, vol. 14(6), pages 133-133, June.

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