Purpose

Photos are powerful tools to attract individuals’ attention and convey service experiences. Yet exactly how visual cues in a photo contribute to the perceptions of the staged servicescape, and how these perceptions inspire online booking/reservation behaviors, remains underexplored. Addressing the gap, this study aims to uncover (1) how perceptual information mediated by an online photo contributes to the formation of consumers' holistic perceptions of the service environment and (2) how such consumers' holistic perceptions further influence customers' online purchasing behaviors.

Design/methodology/approach

This research adopts an innovative crowdsourcing approach and refers to field data on consumers' online hotel booking behaviors to examine relationships among inferred servicescape dimensions, consumers' holistic perceptions of the mediated servicescape and their actual online booking/reservation behaviors (e.g. page-view and meta-click behaviors).

Findings

Confirmatory factor analysis and path analysis indicated that five mediated servicescape dimensions (i.e. color, lighting, furnishings, layout and style) contribute significantly to consumers' perceptions of the mediated servicescape (CPMS) and exert different impacts on CPMS. Connecting the crowdsourced rating and consumer behavioral data, CPMS is found to influence consumers' aggregated page-view and meta-click behavior, especially in the US market.

Originality/value

Building upon servicescape theory, the medium theory and the online booking literature, this research proposes a novel conceptual framework of CPMS to theorize the process by which visual cues in online photos contribute to CPMS and subsequent online purchase behaviors. Findings from this research extend Bitner's servicescape framework to mediated service contexts and provide practical implications for promoting service businesses.

中文翻译：

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用在线照片调解服务体验：消费者对调解服务场景的看法的作用

目的

照片是吸引个人注意力和传达服务体验的有力工具。然而，照片中的视觉线索究竟如何影响分阶段服务场景的感知，以及这些感知如何激发在线预订/预订行为，仍未得到充分探索。针对这一差距，本研究旨在揭示 (1) 在线照片所传递的感知信息如何有助于消费者对服务环境的整体感知的形成，以及 (2) 这种消费者的整体感知如何进一步影响客户的在线购买行为.

设计/方法/途径

本研究采用创新的众包方法，并参考消费者在线酒店预订行为的现场数据，以检验推断的服务场景维度、消费者对中介服务场景的整体感知及其实际在线预订/预订行为（例如页面浏览和元数据）之间的关系-点击行为）。

发现

验证性因素分析和路径分析表明，五个中介服务场景维度（即颜色、照明、家具、布局和风格）对消费者对中介服务场景（CPMS）的感知有显着贡献，并对CPMS 产生不同的影响。将众包评级和消费者行为数据联系起来，CPMS 被发现会影响消费者的聚合页面浏览和元点击行为，尤其是在美国市场。

原创性/价值

基于服务场景理论、媒介理论和在线预订文献，本研究提出了一个新颖的 CPMS 概念框架，以理论化在线照片中的视觉线索对 CPMS 和后续在线购买行为的贡献过程。这项研究的结果将 Bitner 的服务场景框架扩展到中介服务环境，并为促进服务业务提供了实际意义。