Effects of e-Servicescape on Customer Loyalty to Online Shopping Malls Specializing in Eco-friendly Produce

Eco-friendly produce is preferred by consumers because of the eco-friendly farming method that eliminates or minimizes the use of pesticides or chemicals unlike ordinary produce, which meets the consumer need for food safety. Hence, this study was intended to shed light on how the e-servicescape of online shopping malls specializing in eco-friendly produce would influence the consumer trust, involvement and loyalty as well as site images. The findings highlighted the following conclusions and implications. First, the e-servicescape of online shopping malls specializing in eco-friendly produce had positive effects on trust and site image. Second, both trust and site image built by the e-servicescape of online shopping malls specializing in eco-friendly produce positively influenced the involvement and site loyalty. Third, as for the mediation effects verified, trust partially mediated between e-servicescape and involvement, whilst involvement partially mediated between the trust and site loyalty and between the site image and site loyalty, whereas the site image did not mediate between the e-servicescape and involvement.