Influence of e-servicescape and Consumption Propensity of Eco-friendly Agricultural Specialized Internet Shopping Malls on Continuous Use Intention

Abstract

This study focused on most existing researches related to eco-friendly agricultural goods are subject to offline stores, but the area is to be widened to the internet shopping mall environment in this study. Also, the influence of e-servicescape and consumption propensity of customers using eco-friendly agricultural specialized internet shopping malls on emotional response and behavior intention of customers is to investigated. Based on this, the influence of consumption emotion, which was selected as a parameter, on mind share required to improve competitiveness of eco-friendly agricultural specialized internet shopping malls is to be revealed. As result of analysis in this study, it could be known that e-servicescape and consumption propensity both have positive influence on continuous use intention. Also, it was found that consumption emotion also has positive influence on continuous use intention. This means that consumers can increase continuous use intention through e-servicescape and consumption propensity of eco-friendly agricultural goods are subject to offline stores and can increase continuous use intention through the consumption emotion that is felt in consumer experience. Especially, regarding on which factor between e-servicescape and consumption propensity has more influence, only e-servicescape and consumption propensity showed influence on continuous use intention as result of inserting consumption propensity, e-servicescape, consumption propensity, and consumption emotion. As result of analyzing mediation effect, it could be known that consumption emotion is a more significant factor than consumption propensity from the result that consumption emotion partially mediates between consumption propensity and continuous use intention. However, mediation effect of consumption emotion between e-servicescape and continuous use intention was shown in which it could be known that e-servicescape was the most important factor. Therefore, it is considered that the eco-environment agricultural product market can create situations more developed than specialized internet shopping malls if eco-environment agricultural product specialized internet shopping malls are constructed and operated based on these research results in which it can be said in this part that this research provides theoretical∙ practical implications.