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

Exploring the Role of E-Servicescape Dimensions on Customer Online Shopping: A Stimulus-Organism-Response Paradigm
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Author(s): Rohit Yadav (Faculty of Management Studies, Amity School of Business, Amity University, Noida, India) and Tripti Mahara (Institute of Management, Christ University, Bengaluru, India)
Copyright: 2021
Pages: 24
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch036

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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.

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