Effects of Smart-Order App e-Servicescape on Customer Responses and Continuance Intention: The Moderating Role of Offline Service Quality

The advancement of mobile technology has positioned smart order applications as a core customer touchpoint in the restaurant industry. This study empirically investigates how the e-servicescape (functional: design, system, information quality; social: C2C, C2B elements) influences customers’ affective and cognitive responses and their continuous usage intention for both the app and the brand, examining the moderating role of offline service quality. The analysis revealed that the design element was the strongest predictor of customer response. Affective response showed a significantly stronger influence on brand usage intention than on app usage intention. Furthermore, offline outcome and interaction quality significantly strengthened the path from affective response to continuous usage intention, with no moderation found on the cognitive response path. This research contributes by systematizing e-servicescape’s multidimensional influence and empirically proving the extension of online experience to brand loyalty, offering practical guidance for integrated O2O experience management.