Effects of e-servicescape dimensions on online food delivery services’ purchase intention

ABSTRACT

E-servicescape is the characteristic of the physical environment in a virtual space such as a website or smartphone application. This study aims to examine how the e-servicescape dimensions (aesthetic appeals, layout and functionality, financial security) affect purchase intention mediated by trust and perceived value in the Online Food Delivery Service (OFDS) platforms. A total of 180 OFDS users participated in this study. The data was analyzed using Structured Equation Modeling. The findings revealed that all the e-servicescape dimensions affect trust and perceived value, with the financial security dimension having the strongest effect size on both trust and perceived value. Furthermore, trust and perceived value exhibit a significant relationship with purchase intention. This study contributes to the existing literature on OFDS and e-servicescape. Relevant managerial implications for OFDS platforms and restaurants using OFDS were discussed in this study.

KEYWORDS:

• e-servicescape
• online food delivery services
• perceived value
• purchase intention

Acknowledgements

The authors gratefully acknowledge financial support from LPPM UBAYA for this work under the internal research grant of 2022 (030/ST-Lit/LPPM-01/FBE/V/2022).

Disclosure statement

No potential conflict of interest was reported by the author(s).