Effect of E-Servicescape on Emotional Response and Revisit Intention in an Internet Shopping Mall

초록

This study aims to explore the effect of the e-servicescape on the emotional response and revisit intention of customers in an internet shopping mall (ISM) environment. The literature was reviewed on the e-servicescape, emotional response, and revisit intention in an internet shopping mall. A relevant model and hypothesis were established. For the empirical study, a survey form was developed and conducted on 150 customers with experience using a certain ISM. Reliability analysis and confirmatory factor analysis were performed using SPSS 27.0 and Amos 26.0 software, and the causal relationships were identified through structural equation modeling (SEM). Study results and implications were discussed and suggested. Among the factors of the e-servicescape in an ISM, aesthetics and surrounding elements did not have a significant effect on emotional responses, and spatial functionality showed a positive effect on emotional responses. Aesthetics had a weak negative effect on revisit intention. Surrounding elements and spatial functionality had no significant effect on revisit intention. The emotional response had a positive effect on revisit intention. This study identified the importance of the e-servicescape in the ISM environment and especially emphasized the importance of spatial functionality on the emotional response and aesthetics on revisit intention. This study presented several suggestions and implications to corporate managers regarding the development and management of the future ISM environment and other similar business settings.

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