EFFECT OF E-SERVICESCAPE AESTHETICS ON PLEASURE, AROUSAL AND PURCHASE INTENTIONS; AN EMPIRICAL ANALYSIS

ABSTRACT

This study tries to theoretically propose a conceptual model by reviewing the extant literature about e- servicescape and empirically test the same. It mainly measures the effect of the dimensions of e-servicescape on its endogenous variables namely pleasure and arousal and its subsequent effect on purchase intentions in the context of online grocery stores like Bigbasket, Groffers, Amazon Pantry, and Flipkart Grocery. The analysis found that the aesthetic elements in online service platform play a crucial role for causing positive emotional and behavioural outcomes in customers. This study found that e-servicescape aesthetics is positively related to the emotions pleasure and arousal which causes further behavioural changes like purchase intentions

INTRODUCTION

Several studies have predicted the tremendous growth of the online service sector in India. Unicommerce, a leading service marketing analyst stated that in India e-commerce has grown by 17 percent after COVID-19. Though there has been a steep surge in the online service sector, market researchers have observed that many companies have failed to make an impact in the e-tailing sector (Harris & Goode, 2004). The e-tailing companies are competing to find out the different factors that attract the consumers towards e-tailing. Technology has opened up a wide arena of different channels for the service providers, where the internet is the best merchandising tool to gear up the selling of the services.

 

Creating a beautiful e-servicescape and understanding what drives consumer behavior intentions in an online service environment is of key importance in service marketing (Lin, 2016). Everyday consumers are exposed to plenty of diverse brands, media, products, services, and communication channels. This overwhelming exposure confuses the customers and compels them to depend heavily on the visual cues which are present on the service setting which will lead to the evaluation of the specific service and consequent behavioral intentions (Bloch et al., 2002). This is why service providers focus on designing pleasant and beautiful servicescapes that will attract the customers instantly.

 

E-SERVICESCAPE

 

A servicescape is defined as the physical environment where the service transaction takes place (Bitner, 1992). An e-servicescape is an entity of the online environmental factors that constitute the service providers' website or application (Harris & Goode, 2004). Aesthetics is the cognitive and affective perception of the mind regarding the beauty sense and attraction (Lin, 2016). Numerous studies have examined the different attributes of e-servicescape on different consumer behaviour constructs but little is known about the aesthetic value of the online service environment as a single construct and its effect on different behavioural outcomes. This study mainly analyses the effect of e-servicescape aesthetics on consumer behaviour attributes like pleasure, arousal, and its subsequent effects on purchase intention.

 

Understanding the role of aesthetic values within a servicescape is important as it offers different benefits like creating repurchase intention, value perception, allowing higher pricing, and reducing post-purchase retrospective attributes (Hardy et al., 1999). Since the bulk of the service providers are moving to the online

platform, aesthetic values constitute an important role while designing an online service environment through a website or application.

 

The existing body of knowledge about e-servicescape aesthetics can be improved by modifying the e- servicescape construct used by Harris & Goode (2004) which comprises mainly three attributes such as aesthetic appeal, layout functionality, and financial security. This study mainly focuses on aesthetic values on e- servicescape as a single latent construct. There are different studies in the service literature which reveal the importance of aesthetic elements in the online servicescape. Mandel & Johnson (2002) stated that the visual cues in the website or application play a prominent role in the evaluation of the service by online customers. Ha & Stoel (2009) argue that the evaluation of e-servicescape is mainly dependant on the visual aesthetic elements like beautiful logos, original designs, and animations, etc.

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k saidalavi, pt misab, & k rasheed. (2020). Effect of E-Servicescape Aesthetics on Pleasure, Arousal and Purchase Intentions; an Empirical Analysis. Journal of Critical Reviews, 7(16), 3606–3615. https://doi.org/10.31838/jcr.07.16.460