Relationship between e-servicescape and purchase intention among heavy and light internet users

Hsu-Ju Teng (Department of Health Diet and Industry Management, Chung-Shan Medical University, Taichung, Taiwan) (Department of Nutrition, Chung-Shan Medical University Hospital, Taichung, Taiwan)
Jia-Jen Ni (Department of Applied Japanese, Chihlee Institute of Technology, New Taipei, Taiwan)
Hsiao-Han Chen (Department of Health Diet and Industry Management, Chung-Shan Medical University, Taichung, Taiwan) (Department of Nutrition, Chung-Shan Medical University Hospital, Taichung, Taiwan)

Internet Research

ISSN: 1066-2243

Publication date: 4 April 2018

Abstract

Purpose

Previous studies of e-servicescapes have considered general internet consumers as the main research subjects; however, some studies have argued that heavy users are the main sources of consumption. Understanding heavy user’s consumption traits is crucial for enhancing company profits; hence, the purpose of this paper is to compare the significant attributes of e-servicescapes and clarify their relationship with purchase intention by employing heavy and light internet users as moderators.

Design/methodology/approach

An online questionnaire was used to collected data from 342 valid internet users with online shopping experience, and the differences were compared through structural equation modeling.

Findings

Aesthetic appeal and interactivity significantly increase general users’ purchase intentions. For heavy users, interactivity was the most crucial factor, followed by esthetic appeal, and then layout and functionality. For light users, Aesthetic appeal was the only crucial factor. The data also reveal that financial security does not have significant positive effects on general, heavy, or light users.

Originality/value

Using the insight gained by integrating purchase intention with e-service quality and segmentation theory in the e-servicescape, the authors display how heavy and light internet users evaluate the e-servicescape for signals of quality attributes and contribute their cognitive response and purchase intention according to different consumption traits. Internet retailers are recommended to segment heavy and light users, redesign their current e-servicescapes, and provide more appropriate marketing strategies to attract and keep heavy and light users and enhance their purchase intentions.

Keywords

Citation

Teng, H., Ni, J. and Chen, H. (2018), "Relationship between e-servicescape and purchase intention among heavy and light internet users", Internet Research, Vol. 28 No. 2, pp. 333-350. https://doi.org/10.1108/IntR-10-2016-0303

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.