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 eservicescape 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 iii ACKNOWLEDGEMENT 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 advisorProfessor 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 iv CONTENT ABSTRACT iii ACKNOWLEDGEMENT iv LIST OF TABLES .ix LIST OF FIGURES .x CHAPTER ONE INTRODUCTION 1.1 Research Background and Motivation: 1.2 Research Objectives 1.3 Research Contribution 1.4 Research Project and Scope of The Study 1.5 Research Procedure CHAPTER TWO LITERATURE REVIEW 2.1 Theoretical Background 2.1.1 Stimulus – Organism- Response (SOR) 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 v 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 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 3.3.2 Reliability and Validity Measures .43 vi 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 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 Hypothesis Testing 57 4.4 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 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 vii REFERENCE 79 APPENDIX: QUESTIONNAIRE 79 viii LIST OF TABLES Table 1-1 The Scope of this Study 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 ix LIST OF FIGURES Figure 1.1 The conceptual model Figure 1.2 The flow chart for this research 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 x