2.2.Once visiting a web shop consum

2.2.
Once visiting a web shop consumers immediately form quick impression of the web shop, which they seek to confirm with additional information and impressions they receive from the web shop. This goes as far as interpreting information to suit the initial impression: on the same web shop, consumers with a negative first impression interpret information negatively, whilst consumers with a positive initial impression interpret the same information in a positive way (Stewart, 2003). The initial impression can be influenced by the design of the e-servicescape. Before going into detail on the e-servicescape, the origin and background of the concept are reviewed.