The Effect of E-Scape on Internet Shoppers' Cognition, Emotion, and Behavior Response

Servicescape is one of the differentiation strategies by which general shopping malls can attract customers. By investigating Internet shopping malls from a viewpoint of environmental psychology, this study tries to expand the subject of servicescape, previously used to address physical spaces, into the Internet. An analysis of 490 questionnaires found that all of the four aspects of e-servicescape (hereinafter e-scape) influenced the emotional and cognitive responses of Internet shoppers, ultimately triggering their behaviors. In addition, the effects of e-scape on customers’ behavior were mediated by customers’ internal responses. Based on the results, servicescape management is important on the Internet just as it is in physical space and it can be one of the effective strategies to distinguish one Internet shopping mall from another.