TY  - JOUR
AB  - 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.
VL  - 28
IS  - 2
SN  - 1066-2243
DO  - 10.1108/IntR-10-2016-0303
UR  - https://doi.org/10.1108/IntR-10-2016-0303
AU  - Teng Hsu-Ju
AU  - Ni Jia-Jen
AU  - Chen Hsiao-Han
PY  - 2018
Y1  - 2018/01/01
TI  - Relationship between e-servicescape and purchase intention among heavy and light internet users
T2  - Internet Research
PB  - Emerald Publishing Limited
SP  - 333
EP  - 350
Y2  - 2024/04/24
ER  -