| 摘要: | When e-commerce are expanding at a tremendous rate, Internet web pages which is referred as electronic servicescape (e-servicescape) have marked their significant presence in the business world, and are predicted to continue to gain popularity. Nevertheless, to date, the understanding of e-servicescape attributes remains unclear due to the little empirical evidence. Therefore, the objectives of this study are to describe the nature of e-servicescape and investigate the relationship to website trustworthiness, website attitude, brand attitude, e-WOM intention, purchase intention, as well as attribute of two moderators: prior internet experience, and gender differences. Totally, 290 data were collected from Taiwanese online consumers through online-based questionnaires. Partial Least Square (PLS) was used to analyze collected data. The results show that e-servicescape dimensions (aesthetic appeal, customization, usability, and financial security) have affected on attitude and trust toward website. In particular, women and high-experience consumers are strengthening the positive effect of e-servicescape on website trustworthiness and attitude. In addition, purchase intention and eWOM intention of consumers can be affected through internal response. With the results of this study, online vendors must have well-organized content display to attract consumers browsing the website and add social network to empower their website. This will offer customers a platform to share or connect with friends about their website and brand, and increase the purchase intent. |
