The Effect of E-Servicescape, Website Trust and Perceived Value on Consumer Online Booking Intentions: The Moderating Role of Online Booking Experience

摘要

Nowadays, there has been a rapid growth in the number of online users, which only indicates that technology is becoming even more popular. Therefore, maintaining an effective website has become essential for businesses to gain a competitive advantage. Nevertheless, the understanding of e-servicescape attributes remains unclear, especially in the tourism and hospitality sector. Therefore, this study aims to explore how the e-servicescape of a third-party website affects consumers? behavior by developing a research model. A structural equation model was utilized to test the conceptual model. The findings suggest that both aesthetic appeal and layout & functionality can affect website trust and perceived value. Financial security affects perceived value but does not affect website trust. Both website trust and perceived value can affect online booking intentions. Furthermore, high-experienced consumers tend to have higher website trust and perceived value than less-experienced ones. Our findings provide managers with new guidance on designing and developing effective third-party websites.