The impact of e-servicescape on the flow and purchase intention of online consumers: Quantitative analysis of B to C e-commerce stores in Morocco

In the context of e-commerce, one of the first effective points of contact with the customer is the website. E-commerce is growing at an exponential rate and the corresponding web pages, called e-servicescape, now have a significant presence in driving loyalty and attracting new customers online. Nevertheless, the understanding of the attributes of e-servicescape remains unclear, due to the limited empirical evidence that has been obtained and reviewed. Therefore, the purpose of this paper is to investigate a conceptual model of the e-servicescape, flow, and purchase intentions. Using the S-O-R (Stimulus-Organism-Response) model, Bitner's model, flow theory, and the theory of planned behavior (TPB) as theoretical foundations. This study stems from the successful operationalization of a comprehensive multi-item (48 items in total), multi-scale (five scales), multi-dimensional (three) measure of e-servicescape, namely aesthetic appeal, layout/functionality and financial security, through a survey administered to 498 respondents residing in Morocco. The results of this study reveal the history of consumers' online flows and their purchase intentions. Similarly, the study shows that consumers' interpretations of the e-servicescape dimensions have a significant impact on the flow. As a result, we found that the e-servicescape positively influences the flow, which in turn influences consumers' behavioral intentions. This paper aims to give new impetus to the clarification of the concept of the e-servicescape of Moroccan e-commerce sites and to uncover the fundamental issue inherent in the relationship between the e-servicescape and consumer behavior. Finally, the results provide valuable insights into the factors on which theorists and practitioners should focus their efforts to better adapt their approaches.In the context of e-commerce, one of the first effective points of contact with the customer is the website. E-commerce is growing at an exponential rate and the corresponding web pages, called e-servicescape, now have a significant presence in driving loyalty and attracting new customers online. Nevertheless, the understanding of the attributes of e-servicescape remains unclear, due to the limited empirical evidence that has been obtained and reviewed. Therefore, the purpose of this paper is to investigate a conceptual model of the e-servicescape, flow, and purchase intentions. Using the S-O-R (Stimulus-Organism-Response) model, Bitner's model, flow theory, and the theory of planned behavior (TPB) as theoretical foundations. This study stems from the successful operationalization of a comprehensive multi-item (48 items in total), multi-scale (five scales), multi-dimensional (three) measure of e-servicescape, namely aesthetic appeal, layout/functionality and financial security, through a survey administered to 498 respondents residing in Morocco. The results of this study reveal the history of consumers' online flows and their purchase intentions. Similarly, the study shows that consumers' interpretations of the e-servicescape dimensions have a significant impact on the flow. As a result, we found that the e-servicescape positively influences the flow, which in turn influences consumers' behavioral intentions. This paper aims to give new impetus to the clarification of the concept of the e-servicescape of Moroccan e-commerce sites and to uncover the fundamental issue inherent in the relationship between the e-servicescape and consumer behavior. Finally, the results provide valuable insights into the factors on which theorists and practitioners should focus their efforts to better adapt their approaches