How e-servicescapes influnce consumers' purchase intentions

The 21st century is the information age, along with the development of network technology and e-commerce, online shopping gradually replacing the traditional mode of shopping and become a new channel. How to stand out in many sites, how to attract online consumers to produce buying behavior? All these requirements need the e-marketing support. Thus, social traditional and material marketing model is undergoing many profound changes. Network marketing has become an important marketing way. Among them, the perfect for network servicescapes is the first step in network marketing. This paper introduces the concept of e-servicescapes, analysis the impact of e-servicescapes on online consumers' purchase intentions, building the framework and finally providing marketing suggestions for the network marketing staffs. © 2011 IEEE.