How Does a University of Choice Come to Students’ Mind? From the Aspect of the E-Servicescape of University’s Website

Abstract

The goals of this study are want to explore the effect of the e-servicescape on private university’s website towards student’s intention to use the service. This study also wants to know about how does the effect of the e-servicescape towards perceived private university’s service quality, and how does the perceived private university’s service quality effect towards student’s intention to use that service. This study is explanatory research which is using a quantitative approach. A survey using a questionnaire was conducted to collect the data. Moreover, the data of this study was measure in 5 rates Likert’s scale and then analyzed using Partial Least Square Method with SmartPLS3 software. The population of this study are the students of a private university in Indonesia. The sample of this study is 165 students of a private university in Indonesia. Purposive sampling technique is used by criteria as follow, the respondent must be private university students and have been seen and looking about their university’s website when still school leavers back then. The result of this study is that there is a significant influence of the e-servicescape to the perceived service quality. Furthermore, perceived service quality also found to have a significant influence on the student’s intention to use the private university service. This study also found that e-servicescape only is not enough to influence the student’s intention to use the private university service, and must be mediated by perceived service quality.

Systematic Review of E-Servicescape

“…While scholars demonstrated the strong relationship between trust and purchase intention offline, the linkage between online trust and online purchase intention has been supported by empirical evidence in the model of S-O-R (Harris & Goode, 2010;Wu et al, 2017;Aprianti & Rachmawati, 2020;Yadav & Mahara, 2020;Amer, 2021). Other than trust, service provider evaluation, flow experience, satisfaction, and perceived value or quality have been analyzed to be the moderating variables to purchase or behavior intention in the e-servicescape environments (Hopkins et al, 2009;Jeon & Jeong, 2009;Tankovic & Benazic, 2018;Parwati, 2020;Boukabiya, 2021;Huang et al, 2021;Kim, 2021;Yeo, Moh & Low, 2021). How heavy or light internet users' purchase intentions are affected by different e-servicescape dimensions has been demonstrated as well (Teng et al, 2018).…”

“…As Table 2 shows, there are 4 conceptual pieces of research on e-servicescape to build their e-servicescape model (Williams & Dargel, 2004;Jeon & Jeong, 2009;Lee & Jeong, 2012;Ballantyne & Nilsson, 2017). And there are 31 papers, 82% of the total papers, approach their conclusion by the quantitative method using the instrument of survey or online survey (Hopkins et al, 2009;Harris & Goode, 2010;L, 2010;Tran, et al, 2012;Abarbanel, 2013;Lai et al, 2014Lai et al, , 2015Hakim & Deswindi, 2015;Kühn, et al, 2015;Cho, et al, 2015;Sreejesh & Ponnam, 2017;Bateman, et al, 2017;Wu, et al, 2017;Bulut & Onaran, 2017;Sunarsono, et al, 2018;Tankovic & Benazic, 2018;Teng, et al, 2018;Roy et al, 2019;Tran & Strutton, 2019;Dassanayake & Senevirathne, 2019;Ihsan & Kurniawati, 2020;Parwati, 2020;Yadav & Mahara, 2020;Chen, et al, 2020;Dutta, 2020;Amer, 2021;Huang et al, 2021;Izaak, et al, 2021;Kim, 2021;Andriani et al, 2021;Tri Kurniawati & Yadi Yaakop, 2021;Yeo, Moh & Low, 2021;Boukabiya, 2021). Three studies constructed their e-servicescape dimensions by qualitative research method...…”

“…Scholars analyzed the different significance of the dimension of "Space/function" in their e-servicescape model on the nature of online service than brick-and-mortar (Williams & Dargel, 2004;Hopkins et al, 2009;Cho et al, 2015;Dutta, 2020). Other researchers who applied Bitner's model transformed the dimension of "Space/ function" into "Design aspects", "Search aids and slogans", or "Functional aspects" to adapt online features and to identify the consumerfriendly shopping interfaces (Jeon & Jeong, 2009;L, 2010;Lee and Jeong, 2012;Lai et al, 2014;Hakim & Deswindi, 2015;Aprianti & Rachmawati, 2020;Parwati, 2020).…”

“…Harris and Goode forwarded a conceptual model of the relationship between e-servicescape and trust and purchase intention based on the stimulusorganism-response (S-O-R) paradigm. Based on Harris and Goode's conceptual model, scholars built many different e-servicescape frameworks with trust, e-loyalty, etc., as a mediate internal cognitive, emotional, or physiological response and influence consumer behavior and consumer bbehavior' sintention, such as purchase intention, or e-WOM, as the behavior responses under the S-O-R theory (Williams & Dargel, 2004;Lee & Jeong, 2012;Abarbanel, 2013;Wu et al, 2017;Tankovic & Benazic, 2018;Tran & Strutton, 2019;Roy et al, 2019;Yadav & Mahara, 2020;Aprianti & Rachmawati, 2020;Chen, et al, 2020;Parwati, 2020;Amer, 2021;Yeo, Moh & Low, 2021;Andriani et al, 2021;Boukabiya, 2021;Huang et al, 2021). And 44% of studies adopted S-O-R (Stimulate-Organism-Response) theory to analyze how e-servicescape as the stimulate independent variable impacts the consumer's behavior or intention response by the mediating variables like trust or other emotion and cognition as the organism.…”

“…Research limitations/ implications: The first contribution of this study stems from the successful operationalization of a comprehensive multi-item (in total 52 items. More dimensions of e-servicescape related to the product itself, the perceived image of the retailer, video, engagement, and other control variables in different contexts should be included in future studies (Bateman et al, 2017;Tran & Strutton, 2019;Chen et al, 2020;Parwati, 2020;Yadav & Mahara, 2020)so does the importance of a website in a retailer's strategy. In this increasingly competitive environment, building customer loyalty and retaining customers is integral to achieving sustained profitability.…”