An explorative study of shopper-based salient e-servicescape attributes: A Means-End Chain approach |
| |
| Institution: | 1. Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, 75450 Melaka, Malaysia;2. Finance Accreditation Agency, 12-1 Level 12, Tower 3 Avenue 7, The Horizon 2, Bangsar South, No. 8, Jalan Kerinchi, 59200 Kuala Lumpur, Malaysia;1. College of Business, Washington State University, Vancouver, WA 98686, United States;2. College of Business, Oregon State University, Corvallis, OR 97331, United States;3. Manchester Business School, University of Manchester, Manchester, M15 6PB, United Kingdom;1. Department of Information Management, National Sun Yat-Sen University, No. 70, Lienhai Road, Kaohsiung 80424, Taiwan, ROC;2. Department of Information Management, Chia-Nan University of Pharmacy and Science, No. 60, Erh-Jen Road, Sec. 1, Jen-Te, Tainan, Taiwan, ROC;3. Department of Information Science and Management System, National Taitung University, No. 684, Sec. 1, Chunghua Road, Taitung, Taiwan, ROC;1. Universidad Politécnica de Cartagena, Facultad de Ciencias de la Empresa, Cartagena, Murcia, Spain;2. School of Management,Royal Holloway, University of London, Egham Hill, Egham, Surrey TW200EX, UK;1. School of Information Management, Wuhan University, PR China;2. Economics and Management School, Wuhan University, PR China;3. USTC-CityU Joint Advanced Research Center, University of Science and Technology of China, PR China |
| |
| Abstract: | This study aims to address the gaps inherent in existing studies by exploring the salient e-servicescape attributes. Employing the Means-End Chain (MEC) approach, empirical evidence was obtained through in-depth interviews with online shoppers using laddering technique to determine the most frequently mentioned attributes from four servicescape dimensions: (1) ambient; (2) design; (3) signs, symbols and artifacts; and (4) interaction. Accordingly, we laddered three levels of online shoppers’ responses from concrete to less concrete abstractions, i.e. attributes, benefits, and end-desirable beliefs. As a result, seven salient e-servicescape attributes were identified. Each of the four dimensions suggests the attributes’ linkage to benefits and end-desirable beliefs. Specifically, the study finds quality photograph, as the salient attribute of the ambient dimension, may set the point of initial attraction and move shoppers from understanding the product to linking the web site contents. In the design dimension, navigation bar, categorization, and simple arrangement are the salient attributes. Company logo represents the most salient attribute under the signs, symbols and artifacts dimension because it not only facilitates recognition and recall of prominent web sites, it also acts as the determinant of perceived risks. In the interaction dimension, although pricing information is the salient attribute that evokes happiness and confidence among online shoppers, it may dilute their perception on web site's success. Instead, confirmation mail can possibly act as a determinant to web site's success. By offering a finer granularity of information, our findings provide insights to online sellers on the salient attributes to consider in order to effectively promote their shopping web sites to create positive emotional response and buying behavior among the online shoppers. |
| |
| Keywords: | e-Servicescape Salient attribute MEC approach Laddering technique Qualitative study Shopping web site |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
