In order to further validate the e-servicescape model and in order to include the different stages of the
consumer decision making process, the following research question was developed:
Which e-servicescape factors and design rules can be used during different
stages of the consumer decision making process to optimise web shop conversion?
By providing an answer to the research question, the contributions of this research are both theoretical
and practical. The theoretical contributions are twofold. First they consist of validating the e-
servicescape model as proposed by Harris and Goode (2010) by incorporating knowledge from
different academic publication regarding e-servicescape factors and knowledge available in the field.
Second the e-servicescape model is extended to include the different stages of the consumer decision
making process and different purposes of web shop pages and sections, a criticism on the original
model that only looked at a web shop in general.