Perception of E-Servicescape and its Effect on Perceived Value of E-Shopping and Repurchase Intention

Abstract

The increasing popularity of online shopping in last few years has strengthened the interest in identifying aspects that influence buyer loyalty. The objective of this study was to find out, through aesthetic appeal, layout, functionality and financial security, the impact of consumer perceptions of the e-servicescape of online shopping on e-shopping value and customer loyalty (attitudinal loyalty and behavioral loyalty). Researchers collected data through an online survey to 200 respondents who did online shopping at least once in the last 6 months. The model of research was analyzed using the AMOS approach to study SEM. This research indicates that aesthetic appeal and layout and functionality affect the e-servicescape. It also indicates that aesthetic appeal and e-servicescape have an effect on repurchase intention. Marketing managers consider the dimension of e-servicescape towards perceived e-shopping value. Managers are advised to build perceived e-shopping value and loyalty from dimensions combination of the e-servicescape. Online shops need investment in layout and functionality and financial security, dimensions that have greater influence on perceived e-shopping value to gain consumer's loyalty in the context of fashion products. The transformation from direct shopping to online services is increasing research interest in the e-servicescape. This research analyzes thru aesthetic appeal, layout and design functionality, and financial security relate it to perceived e-shopping value and customer loyalty in applying it to fashion products.