Exploring the Compatibility of E-servicescape Conceptual Model and the Conceptualization of Social Factors in the Context of Taobao and TMall

Abstract: Prior to the accomplishment of this research, the compatibility of the classic e-servicescape conceptual model in the context Taobao and TMall in China were rarely found among existing e-servicescape literatures due to the standardization taken by both online platforms towards the establishment of individual webshops. Meanwhile, the conceptualization of social factors as social dimension of e-servicescape construct was mostly absent in the existing e-servicescape literatures. Hence, this research served as a preliminary research towards the subjects, and some practical insights were generated for facilitating the similar research in the future. The aim of this research was to explore if the classic e-servicescape conceptual model as well as with the addon of social factors were compatible with the context of Taobao and TMall in China, and this aim was addressed by three designated research questions. In order to address three research questions, exploratory factor analysis (EFA) as one form of factor analysis was adopted to test the assumptions, which those measured variables would be derived and clumping underlying constructs accordingly. Bryman (2012) mentioned that the technique of factor analysis was occasionally used by the researchers to confirm the dimensions of a measure which they expected to exist. Also, an online self-completion questionnaire was designed to collect the empirical data mainly via a Chinese social media application (WeChat). The computerized statistic program (IBM SPSS Statistics Version 26) was utilized to conduct exploratory factor analysis (EFA) and generate relevant tables and figures. The results revealed that the assumptions were not supported by this preliminary research, and also the conclusion and recommendations were drawn at the end of this research.