The study focuses on comparative effectiveness of two e-tail servicescape dimensions, e.g., product assortment and order fulfillment on consumers? online purchase intentions for fashion apparel shopping. The mediating effect of shopping assistance and efficiency between e-tail servicescape dimensions and purchase intentions is examined. Additionally, the moderating influence of fulfillment reliability between e-tail servicescape di- mensions and shopping assistance is also examined. The survey instrument was used to execute the study and data were gathered from 442 participants from the national capital of India. The hypothesized relationships were verified using covariance-based structural equation modelling (CB-SEM), hierarchical regression analytics (HRA), and bootstrap procedure. The findings reveal that there are certain e-tail value disposition oriented benefits in investing order fulfillment landscape over product assortment. The mediating role of shopping assistance and shopping efficiency is empirically verified and the moderating influence of fulfillment reliability is also confirmed.
