Integrating E‐Servicescapes and Web Atmospherics: A Systematic Literature Review Applying the TCCM Framework

Abstract

The rapid expansion of digital transformation has intensified scholarly interest in how online environments shape customer experience and behavior. A thorough investigation of the literature in the area showcases its fragmented nature, dominated by two parallel streams, web atmospherics and e‐servicescapes, that exhibit overlapping definitions, inconsistent operationalizations, and limited theoretical integration. To synthesize the two research streams and generate a unified understanding of the online environment, a framework‐based systematic literature review that brings together 130 studies from 122 papers and organizes the findings using the Theories‐Contexts‐Characteristics‐Methods (TCCM) framework has been conducted. The review identifies significant differences contributing to conceptual ambiguity and inconsistent cue categorizations but strong underlying convergence between the two streams. Synthesizing these perspectives, the study introduces Kaplan and Kaplan's (1989) Preference Model as a unifying theoretical lens that categorizes online environmental cues into four perceptual dimensions: Mystery, Complexity, Coherence, and Legibility. Key findings show that these dimensions operate through distinct mechanisms: Mystery and Complexity enhance emotions, flow, and experiential engagement, while Coherence and Legibility improve clarity, strengthen attitudes, trust, and satisfaction, bringing together all different reactions that lead to behavioral responses. This integration also leads to future research directions based on the TCCM framework: solidifying a unified theoretical grounding; achieving broader contextual coverage; expanding into under‐researched constructs ; and improving methodological rigor through multi‐method research designs. The study also provides actionable guidance for managers on how to design engaging digital environments that enhance the user experience, suggesting an actionable three‐stage process roadmap.