The effect of E-servicescape on purchase intention in online shopping environment

Abstract

The purpose of the study is to identify that how e-servicescape affect customer purchase intention through trustworthiness, brand attitudes and eWOM and also identified impact of word of mouth marketing on retailing/textile industry in Pakistan and also identified characteristics which leads to the damage or the success of the business image and customer loyalty. This project report based on the informal communication process that leads today’s generation to choose their own favorite website for online shopping. The effective research methods that have been used for this study report includes the questionnaire those were filled by all the required respondents and gathered the data from 416 people. The hypothesis testing results showed that they all are significant to each other and have put impact on each other. The research findings have indicated that there is strong effect of word of mouth and the purchase decision which can be affected on a larger scale. The testing results also showed that the customer demands have cleared management. The study used the three dimensions of e-servicescape such as esthetic appeal, layout and functionality, and financial security considered them as three major factors that may affect customers’ internal responses. All respondents are efficient in evaluating the websites and limited to a specific website.