This 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.
Uslu et al. (2026) studied this question.