.... Findings The results revealed that judged practicality and usability significantly enhanced users’ flow experiences. These flow experiences fostered ethical trust by aligning technological utility with moral agency, ultimately driving participatory value co-creation. Ethical trust was an indispensable...

...‐Response (S‐O‐R) model as a theoretical background, this study conceptually proposes a theoretical model, investigating the relationships among e‐servicescape, online consumers' flow experiences, emotion, satisfaction, and their behaviors. In addition, this study extends knowledge of e‐servicescape...