Abstract:
E-servicescape is an imperative aspect for online retailers to build
website trust and consumers’ online purchase intention. The
purpose of this study is examining the impact of e-servicescape on
consumers’ online purchase intention and the mediating effect of
website trust on the relationship between e-servicescape and
consumers’ online purchase intention. Furthermore, the
quantitative research approach and explanatory research design
were employed. An online questionnaire survey was used to
distribute self-administrative questioners among 384 online
consumers’ in Colombo District, Sri Lanka and 290 usable
questionnaires were analyze using simple linear regression,
multiple linear regression and Sobel test. The empirical results
revealed that e-servicescape significantly and positively impact on
the consumers’ online purchase intention (β=0.899; P=0.000)
while website trust positively and significantly impacts on
consumers’ online purchase intention (β=0.519; P=0.000) and
website trust mediate relationship between e-servicescape and
consumers’ online purchase intention (P=0.048). This research
will add practical implications for online retailers in designing
their websites. Thus, this study will enrich and contribute to
knowledge in online shopping in general in Sri Lankan context.
Furthermore, improve e-servicescape to building website trust
and motivating consumers’ purchase intention.
