Unraveling the Dimensions of E-Servicescape and its Influence on E-Grocery Shopping Intention: Application of Stimulus-Organism-Response (S-O-R) Framework

Abstract

This study aims to identify the dimensions of e-servicescape and to analyze the influence of these dimensions on customers e-grocery shopping intention. Based on the dimensions of e-servicescape proposed by Harris and Goode (2010) and the S–O–R framework proposed by Mehrabian and Russel (1974), a conceptual model was developed. The proposed model considered e-servicescape environment as stimuli, internal response (i.e., attitude and trust) as organism and online purchase intention as behavioral response. Data were collected from 200 respondents who purchase grocery items from e-commerce websites of Bangladesh. The PLS-SEM using SmartPLS V.3.3.3 evaluated the proposed model. The results revealed that financial security has positive influence on attitude towards website. The results also show a significant positive impact of aesthetic appeal, functionality and layout and financial security on trust in website. Finally, the study confirms that purchase intention is positively influenced by attitude towards website and trust in website. Stakeholders of e-commerce websites of Bangladesh can be benefitted from this study.