Adaptation of the e-servicescape model to the online exhibition industry

作     者：Leung, Wing Ki Ho, Grace Leung, Rosanna 

作者机构：Department of International Media and Entertainment Management International College I-Shou University Kaohsiung Taiwan Graduate Institute of Hospitality Management National Kaohsiung University of Hospitality and Tourism Kaohsiung Taiwan 

出 版 物：《Consumer Behavior in Tourism and Hospitality》 (Consum. Behav. Hosp. Res.)

年 卷 期：2023年第18卷第3期

页      面：373-385页

主　　题：Aesthetic appeal e-servicescape Layout and functionality Online exhibition Security Visitor behavior 

摘      要：Purpose: The servicescape model has been widely adapted in various service industries, but this model may not be applicable if the exhibition is transformed from physical to online. Moreover, there is only a handful of research on online exhibitions;studies focusing on visitor behaviors from various types of online exhibitions and the differences between genders are still lacking. This study aims to examine the different variables in the e-servicescape model and discuss how e-servicescape affects visitor behavior based on the exhibition types and gender differences. Design/methodology/approach: The e-servicescape model is adapted in this study. Qualitative interviews were conducted prior to a quantitative online survey to examine by regression analysis the relationships among the dimensions in e-servicescape and how it affects visitor subsequent behavior. Data analyses are based on the differences between exhibition types and gender differences in response to the three environmental dimensions, namely, aesthetic appeal, layout and functionality, and security concern. Findings: The findings show that visitors pay more attention to artistic enjoyment in art-related exhibitions and focus on informative issues in other types of exhibitions. “Aesthetic appeal and “layout and functionality are important to both genders, but little concern is shown to computer security issues. Female visitors are concerned with aesthetic design and male visitors stress layout and functionality elements. In terms of the security concerns, females have no concern about cookies function, while males have no concern on leaving search history on the website. Originality/value: There is no previous relevant research on the relationships and influence between e-servicescape and online exhibition;this study focuses on the application of e-servicescape to the online exhibition industry and helps fill this research gap. © 2023, Emerald Publishing Limited.