E-servicescape and online travel platform outcomes: the moderating role of e-familiarity

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dc.contributor.authorUslu, Abdullah
dc.contributor.authorTarınç, Abdullah
dc.contributor.authorErul, Emrullah
dc.contributor.authorEren, Ramazan
dc.contributor.authorAndrade-Ruiz, Gricela
dc.contributor.authorTuncer, Mehmet Arif
dc.contributor.authorAlagöz, Gürkan
dc.date.accessioned2026-03-12T05:19:36Z
dc.date.available2026-03-12T05:19:36Z
dc.date.issued2026
dc.departmentEnstitüler, Lisansüstü Eğitim Enstitüsü, İşletme Yönetimi Ana Bilim Dalı
dc.description.abstractThis study examines the effects of the e-servicescape on flow experience, positive affect, trust, website loyalty, and e-WOM in the context of online travel platforms, while investigating the moderating role of e-familiarity. Drawing on servicescape theory, the S-O-R framework, and the Technology Acceptance Model (TAM), a comprehensive research model is proposed. Data were collected from 256 consumers residing in Türkiye who had previously used online travel agencies, and the hypotheses were tested using partial least squares structural equation modeling (PLS-SEM). The findings reveal that the e-servicescape has significant positive effects on flow experience, positive affect, and trust. While flow experience was a significant predictor of positive affect, it did not have a significant direct effect on e-WOM. Furthermore, positive affect and trust, in turn, significantly predicted both website loyalty and e-WOM. Moreover, e-familiarity negatively moderated the relationship between e-servicescape and flow experience, suggesting that highly familiar users derive less immersive benefit from enhanced online environments. The study contributes to the digital tourism and consumer behavior literature by highlighting the role of user familiarity in shaping experiential outcomes.
dc.identifier.doi10.3390/su18042105
dc.identifier.issn2071-1050
dc.identifier.issue4
dc.identifier.scopus2-s2.0-105031380495
dc.identifier.scopusqualityQ1
dc.identifier.urihttps://doi.org/10.3390/su18042105
dc.identifier.urihttps://hdl.handle.net/11501/2660
dc.identifier.volume18
dc.identifier.wosWOS:001701409100001
dc.identifier.wosqualityQ2
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.institutionauthorTuncer, Mehmet Arif
dc.institutionauthorid0000-0002-9748-9628
dc.language.isoen
dc.publisherMultidisciplinary Digital Publishing Institute (MDPI)
dc.relation.ispartofSustainability (Switzerland)
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectE-Familiarity
dc.subjectE-Servicescape
dc.subjectE-WOM
dc.subjectFlow Experience
dc.subjectWebsite Loyalty
dc.titleE-servicescape and online travel platform outcomes: the moderating role of e-familiarity
dc.typeArticle

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