Abstract
Consumers are increasingly booking hotels online, it is crucial for hotel marketers and online travel agents to understand how the online servicescape affects consumers’ online behaviors. The primary objective of this study is to explore how e-servicescape of online hotel booking website affects consumers’ behavior by developing a research model. 439 samples were collected from consumers who used the online hotel booking websites recently. We found that e-servicescape influences consumers’ flow experience and positive affect. Furthermore, flow experience prompts positive affect which in turn, impacts consumers’ behavioral intention. Moreover, flow experience mediates positive affect indirectly influence behavioral intention.
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