Effects of e‐servicescape on consumers' flow experiences

Abstract

Purpose

This paper aims to investigate the importance of e‐servicescape in the context of the lodging industry, based on the holistic perspective, by examining ambient, design, and social factors of the virtual environment. Employing the Stimulus‐Organism‐Response (S‐O‐R) model as a theoretical background, this study conceptually proposes a theoretical model, investigating the relationships among e‐servicescape, online consumers' flow experiences, emotion, satisfaction, and their behaviors. In addition, this study extends knowledge of e‐servicescape, incorporating individual differences, online consumers' self‐regulatory focus, in the proposed conceptual model.

Design/methodology/approach

Based on an extensive literature review, this study proposes a conceptual framework and eight propositions to investigate the dimensions of e‐servicescape (i.e., design, ambient, and social factors) and its consequences towards online consumers.

Findings

Based on the S‐O‐R and Regulatory Focus Theory as theoretical backgrounds, this study proposes eight propositions, positing the relationships between e‐servicescape and its consequences (flow experiences, emotion, satisfaction, and approach/avoidance behaviors), which will be moderated by each individual's self‐regulatory focus, either prevention‐focused or promotion‐focused strategy.

Originality/value

Fulfilling an identified need to further develop the virtual environment in the lodging industry, this study proposes a conceptual model of e‐servicescape to investigate its effects on online consumers' emotions, cognitions, and behaviors as well as an individual's self‐regulatory focus as a moderator.

Citation

Lee, S.(A). and Jeong, M. (2012), "Effects of e‐servicescape on consumers' flow experiences", Journal of Hospitality and Tourism Technology, Vol. 3 No. 1, pp. 47-59. https://doi.org/10.1108/17579881211206534