How e-servicescape affect customer online behaviors: The moderating effect of gender and online shop...

PhanThiPhuQuyen TV pdf How e servicescape affect customer online behaviors The moderating effect of gender and online shopping experience Student Phan Thi Phu Quyen Advisor Prof Wann Yih Wu Chinese Cu[.]

How e-servicescape affect customer online behaviors:

The moderating effect of gender and online shopping experience

Student: Phan Thi Phu Quyen Advisor: Prof Wann-Yih Wu

Chinese Culture University

ABSTRACT

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 Taiwan 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, customer’s purchase intention and eWOM intention are affected through internal response With the results of this study, online vendors must 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 intention

Keywords: e-servicescape, website trustworthiness, website attitude, brand

attitude, e-WOM intention, purchase intention.

To realize the thesis and complete my master degree in Global Business from the Chinese Culture University, I have gotten much assistance and advice from my friends and my professors Thus, I would like to send my sincere appreciation to the important people who have supported and given me ideal advice during my research study

Firstly, I would like to thank and express my deeply gratitude to my advisor-Professor Wann-Yih Wu for his great guidance, kindness, patience and support Beside

my advisor, I would like to thank my committee Nadia Anridho, who let me experience the research of statistical analysis, patiently corrected grammar, and writing styles for

my thesis I would also like to thank my colleagues –Katy and Tran Trieu Khai for guiding my research and helping me to develop background for my thesis

Secondly, I also would like to express my sincere thanks to Adriana Amayas Rivas, who is my great roommate, always encourages, and motivates on both my thesis and my life in Taiwan Many thanks to Camile, William and Ngoc Anh for helping to collect samples in the survey My research would not have been possible without their helps

I would like to thank you my Vietnamese friends, Lisa, Alex, William, Van, Katy Thanks all professors, staffs and friends in Chinese Culture University for giving

me such wonderful experience in Taiwan

Finally, I would like to show my great gratitude to my parents, my two brother, and my boyfriend for their love and supports I could never be where I am today without them Moreover, their encouragement, beliefs, caring and guidance are always along the way of my life For everything they done for me, I’m truly thankful

Phan Thi Phu Quyen

20 May 2015

ABSTRACT iii

ACKNOWLEDGEMENT iv

LIST OF TABLES ix

LIST OF FIGURES x

CHAPTER ONE INTRODUCTION 1

1.1 Research Background and Motivation: 1

1.2 Research Objectives 5

1.3 Research Contribution 6

1.4 Research Project and Scope of The Study 6

1.5 Research Procedure 7

CHAPTER TWO LITERATURE REVIEW 9

2.1 Theoretical Background 9

2.1.1 Stimulus – Organism- Response (SOR) 9

2.1.2 Theory of Planned Behavior (TPB) 10

2.1.3 The Dual Mediation Hypothesis (DMH) Model 11

2.2 Definition of Research Construct 12

2.2.1 Stimulus: E- servicescape 12

2.2.2 Organism: Internal Responses 18

2.2.3 Response: Behavioral Intentions 20

2.2.4 Moderator: Online Purchase Experience 22

2.3 Hypothesis Development 23

2.2.5 The Effect of E-servicescape on Trust in Website 23

2.2.6 The Effect of E-servicescape on Attitude toward Website 24

2.2.7 The Effect of Trust on Attitude toward Website 25

2.2.8 Relationship among Attitude toward Website, Attitude toward Brand and

Purchase Intention 26

2.2.9 The Effect of Trust in Website on e-WOM Intention 28

2.2.10 The Effect of Brand Attitude on e-WOM Intention 28

2.2.11 The Moderating Effect of Consumer Purchasing Experience on the Relationship between E-servicescape Dimensions and Website Trustworthiness 29

2.2.12 The Moderating Effect of Consumer Purchasing Experience on the Relationship between E-servicescape Dimensions and Website Attitude 31

2.2.13 The Moderating Effect of Gender on the Influence of E-servicescape Dimensions on Website Trustworthiness 32

2.2.14 The Moderating Effect of Gender on the Influence of E-servicescape Dimensions on Website Attitude 33

CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 35

3.1 Research Framework 35

3.2 Research Hypothesis 36

3.3 Research Instruments 37

3.1.1 E-servicescape dimensions 38

3.3.2 Trust in The Website 39

3.3.3 Attitude Toward Website 40

3.3.4 Attitude Toward Brand 40

3.3.5 eWOM Intention 41

3.3.6 Purchase Intention 42

3.3.7 Prior Online Purchasing Experience 42

3.2 Sampling Data 42

3.3 Data Analysis Procedure 43

3.3.1 Descriptive Statistic Analysis 43

3.3.3 Cronbach’s Alpha 43

3.3.4 Evaluation of Measurement Model 44

3.3.5 Evaluation of the Structural Model 44

3.3.6 K-means Cluster Analysis 45

CHAPTER 4 RESULT AND DATA ANALYSIS 46

4.1 Characteristics of Respondents 46

4.2. Measurement Results for Research Variables 47

4.3 Factor Analysis and Reliability Test 49

4.3.1 Stimulus (E-servicescape) 50

4.3.2 Internal Response Construct 52

4.3.3 Response Construct 53

4.3.4 Modified Framework and Hypothesis 55

4.4 Hypothesis Testing 57

4.4.1 Evaluation of Measurement Model 57

4.4.2 Evaluation of the Structural Model 59

4.4.2.1 The Effect of E-servicescape 60

4.4.2.2 The Influence of Website Trustworthiness 63

4.4.2.3 The Influence of Website Attitude 63

4.4.2.4 The Influence of Brand Attitude 64

4.4.2.5 The Moderating Effects 65

CHAPTER 5 CONCLUSION AND SUGGESTIONS 71

5.1 Research Conclusion 71

5.2 Suggestions and Implications 75

5.2.1 Academic Implication 75

5.2.2 Managerial Implication 76

5.3 Limitations and Future Research Direction 78

REFERENCE 79 APPENDIX: QUESTIONNAIRE 79

LIST OF TABLES

Table 1-1 The Scope of this Study 7

Table 2-1 The various concepts of e-servicescape 17

Table 2-2 The concept of variables constructs 22

Table 3-1 The Measurement of E-servicescape Dimensions 38

Table 3-2 The Measurement of Trust toward Website 40

Table 3-3 The Measurement of Attitude toward Website 40

Table 3-4 The Measurement of Attitude toward Brand 41

Table 3-5 The Measurement of eWOM Intention 41

Table 3-6 The Measurement of Purchase Intention 42

Table 4-1 Demographic and Descriptive Information of Sample for This Research 46

Table 4-2 Descriptive Analysis for Questionnaire Items 47

Table 4-3 Results of Factor Analysis and Reliability Test of E-servicescape Factors 50

Table 4-4 Results of Factor Analysis and Reliability Test of Internal Response 52

Table 4-5 Results of Factor Analysis and Reliability Test of Internal Response 54

Table 4-6 Evaluation of the Measurement Model 58

Table 4-7 Inter-correlations among Research Constructs 59

Table 4-8 Evaluation of Structural Model and Hypothesis Testing 59

Table 4-9 The Results of Gender Moderators 66

Table 4-10 The Results of Online purchasing experience Moderators 68

Table 4-11 Result of ANOVA for Interaction between Gender and Online Purchasing Experience 70

Table 5-1 Hypothesis and Results of Empirical Test 71

LIST OF FIGURES

Figure 1.1 The conceptual model 5

Figure 1.2 The flow chart for this research 8

Figure 3.1 Research Framework 35

Figure 4.1 The modified framework 55

Figure 4.2 The measurement of this research 65

Figure 4.3 The Roles of Gender Moderator 67

Figure 4.5 The interaction effect of online purchasing experience and gender 70