JCR. 2020; 7(16): 3606-3615
EFFECT OF E-SERVICESCAPE AESTHETICS ON PLEASURE, AROUSAL AND PURCHASE INTENTIONS; AN EMPIRICAL ANALYSISRasheed k, Saidalavi K, Dr. Misab pt.
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Several studies have predicted the tremendous growth of the online service sector in India. Unicommerce, a leading service marketing analyst stated that in India e-commerce has grown by 17 percent after COVID-19. Though there has been a steep surge in the online service sector, market researchers have observed that many companies have failed to make an impact in the e-tailing sector (Harris & Goode, 2004). The e-tailing companies are competing to find out the different factors that attract the consumers towards e-tailing. Technology has opened up a wide arena of different channels for the service providers, where the internet is the best merchandising tool to gear up the selling of the services.
Creating a beautiful e-servicescape and understanding what drives consumer behavior intentions in an online service environment is of key importance in service marketing (Lin, 2016). Everyday consumers are exposed to plenty of diverse brands, media, products, services, and communication channels. This overwhelming exposure confuses the customers and compels them to depend heavily on the visual cues which are present on the service setting which will lead to the evaluation of the specific service and consequent behavioral intentions (Bloch et al., 2002). This is why service providers focus on designing pleasant and beautiful servicescapes that will attract the customers instantly.