Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of E-servicescape and Positive Emotion on Purchase Intention for Fashion Products

인터넷 패션쇼핑몰의 e-서비스스케이프가 구매의도에 미치는 영향

  • Lee, Chaeyeon (Dept. of Business Management, Gyeongnam Provincial Namhae College) ;
  • Park, Eunjoo (Dept. of Fashion Design, Dong-A University)
  • 이채연 (경남도립남해대학 비즈니스사무과) ;
  • 박은주 (동아대학교 패션디자인학과)
  • Received : 2012.11.30
  • Accepted : 2012.12.26
  • Published : 2013.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this paper is to develop and test a conceptual model of purchase intentions, positive emotion, and e-servicescape that is defined as the online environment factors that exist during service delivery. Survey research method was used to gather data regarding consumers' perceptions of e-servicescape. Surveys were administered to 681 college students who experienced purchasing fashion products on the Internet. The results showed that e-servicescapes perceived by fashion consumers were composed of three dimensions: (1) Aesthetic appeal, (2) Ambient conditions, and (3) Layout & functionality. These dimensions of e-servicescape influenced consumers to lead positive emotions and purchase intentions. Additionally, positive emotions constituted a key variable for the purchase intention of fashion products during online exchange. The study revealed that consumers' interpretations of online environments exerted a powerful influence over positive emotion and purchase intentions. Also, it strongly endorsed the view that the purchase intentions of customers were linked to the extent to which they feel positive emotions by the e-service provider. This study provides insights into how consumers' interpretations of e-servicescape affect their subsequent positive emotions and ultimately their intentions to purchase. The findings of this study also have numerous implications for both services managers and internet developers related to fashion products.

Keywords

References

  1. Ahn, K. H. & Lee, H. N. (2011). A study of perceived shopping value level on the emotional experimental store loyalty in the store attitude shopping process. Korea Journal of Marketing , 12(4), 137-164.
  2. Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339. https://doi.org/10.1177/0092070394224002
  3. Berry, L. L. (1990). Evaluation service encounters: The effect of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82. https://doi.org/10.2307/1251871
  4. Berman, B., & Evans, J. R. (1979). Retail mat: A strategic approach, Macillan Publishing Co.
  5. Bitner, M. J. (1992). Servicescape: The impact of physical surroundings on cutomers and employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.2307/1252042
  6. Browne, G. J., Durrett, J. R., & Wetherbe, J. C. (2004). Consumer reactions toward click and bricks: Investigating buying behaviour on-line and at stores. Behaviour & information Technology, 23(4), 237-245. https://doi.org/10.1080/01449290410001685411
  7. Cao, Y., & Zaho, H. (2004). Evaluation of e-tailers delivery fulfillment: Implication of firm characteristics and buyer heterogeneity. Journal of Service Research, 6(4), 347-360. https://doi.org/10.1177/1094670503262948
  8. Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150. https://doi.org/10.1002/mar.10064
  9. Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2005). Antecedents of perceived quality in the context of internet retail stores. Journal of Marketing Management, 21(4), 669-700. https://doi.org/10.1362/026725705774538390
  10. Hall, R. H. & Hanna, P. (2004). The impact of web page text-back ground colour combinations on readability, retention, aesthetics and behavioral intention. Behaviour & Information Technology, 23(3), 183-195. https://doi.org/10.1080/01449290410001669932
  11. Harris. L. C. & Mark, M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), p.230-243 https://doi.org/10.1108/08876041011040631
  12. Hong, H. S. & Lee, S. K. (2005). An influence of perception on the clothing product environment of internet store on the shopping emotion and store attitude, Journal of the Korean Society of Clothing and Textile. 29(3), 478-490.
  13. Iqbal, Z., Verma, R., & Baran, R. (2003). Understanding consumer choice sand preferences in transaction-based e-services. Journal of Service Research, 6(1), 51-65. https://doi.org/10.1177/1094670503254276
  14. Jeon, D. Y. & Choi, Y. J. (2001). An influence of store environment of internet shopping mall on the shopping value and shopping intention of customers. Industry and Management, 14(1), 395-417.
  15. Kim, J. H. & Lee, K. J. (2012). An influence of emotional reaction on the physical environment on the conversion varrier and loyalty, Sensitivity Science, 15(2), 209-222.
  16. Kim, S. H., Kim, K. A., Park, M. S., & Yang, J. H. (2011). The relationship of internet shopping mall characteristics, customer emotion and behavior following the motivation for internet shopping, Management Information Research, 30(1), 1-31.
  17. Kim, S. O. & Ra S. Y. (2000). An analysis of influence factor of customer purchase intention for the success of e-commerce companies. Journal of Management Information Research, 10(3), 61-77.
  18. Koo, Y. S. & Lee, S. M. (2001). A study on online store attributes with the influence on the purchase intention of fashion products via online. Journal of The Korean Society of Clothing and Textiles, 25(6), 1100-1111.
  19. Kotler, P. (1974). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
  20. Harris. L. C. & Mark, M. H. (2010). Online servicescapes, trust and purchase intentions. Journal of Services Marketing, 24(3). 230-243. https://doi.org/10.1108/08876041011040631
  21. Ma, H. Y. (2008). An influence of characteristics in internet fashion shopping mall on the shopping value and loyalty of women consumers. Unpublished master degree, Chungang University, Icheon.
  22. Mehrabian, A. & Russell, J. A. (1974). An Approach to Environmental Psychology. Cambridge, MA: MIT Press.
  23. Morin, S., Dube, L., & Chebat, J. C. (2007). The role of pleasant music in servicescapes: A test of the dual model of environmental perception, Journal of Retailing, 83(1), 115-130. https://doi.org/10.1016/j.jretai.2006.10.006
  24. Mummalaneni, V. (2005). An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviour. Journal of Business Research, 58(4), 526-532. https://doi.org/10.1016/S0148-2963(03)00143-7
  25. Nevils, R. C. (1979). A Study of Retail Shopping Center Atmosphere as a Buying Influence. Unpublished doctral dissertation, University of Arkansas.
  26. Park, E. J., Kang, E. M., & Ha, M. J. (2005). A study on internet fashion shopping mall environments and purchase intention by shopping orientation. The Research Journal of the Costume Culture, 13(4), 564-575.
  27. Park, E. J. & So, G. S. (2000). Effects of affective factors on apparel buying behaviors. Journal of The Korean Society of Clothing and Textiles, 24(3), 361-372.
  28. Sautter, P., Hyman, M. R., & Lukosius, V. (2004). E-tai atmospherics: A critique of the literature and model extension. Journal of Electronic Commerce Research, 5(1), 14-24.
  29. Seok, H. J., Park, S. H., & Lee, E. J. (2011). A study on shopping motivation, information search and behavior intention of internet fashion consumers. Journal of The Korean Society of Clothing and Textiles, 35(8), 918-932. https://doi.org/10.5850/JKSCT.2011.35.8.918
  30. Shin, J. H. (2012). A study of e-servicescape on the influence of consumer purchase intention. Unpublished master degree, Chungnam National University, Daejeon.
  31. Shin, J. W. (2010). A study on loyalty determinant factors of internet fashion shopping mall. Unpublished master degree, Ehwa Womans' University, Seoul.
  32. Sohn, H. J. (2010). A structural influence relationship of e-CRM of the internet fashion shopping mall on consumption emotion related quality evaluation and behavior afterwards. Unpublished master degree, Sangmyung University, Seoul.
  33. Suh, M. S. & Kim, S. H. (2003). An influence of mutual interaction with the emotional reaction experienced on the internet on the customer behavior. Journal of the Korean Academy of Marketing Science, 18(1), 77-111.
  34. Statistics Korea (2012). Cyber shopping survey. Statistics Korea. Retrieved March 25, 2012, from http://kosis.kr/abroad/abroad_01List.jsp?parentId=J
  35. Vilnai-Yavetz, I. & Rafaeli, A. (2006). Aesthetics and professionalism of virtual servicescapes. Journal of Service Research, 8(3), 245-259. https://doi.org/10.1177/1094670505281665
  36. Wirtz, J., Mattila. A. S., & Tan, R. L. (2000). The moderating role of target -aroual on the impact of affect on satisfaction: An examination in the context of service experiences. Journal of Retailing, 76, 347-365. https://doi.org/10.1016/S0022-4359(00)00031-2