The Relationship Between Website Design and Positive EWOM Intention: Testing Mediator and Moderator Effect

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F18%3A63521025" target="_blank" >RIV/70883521:28120/18:63521025 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.3846/jbem.18.5690" target="_blank" >http://dx.doi.org/10.3846/jbem.18.5690</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3846/jbem.18.5690" target="_blank" >10.3846/jbem.18.5690</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The Relationship Between Website Design and Positive EWOM Intention: Testing Mediator and Moderator Effect

Popis výsledku v původním jazyce

Electronic word of mouth (eWOM) has paid attention to the phenomenon of marketing strategy because of the power of online comments to behavioural consequences. The key challenge for scholars and practitioners is to explore why consumers would like to give positive reviews of products and service. However, little empirical research has been conducted on the effect of website design on eWOM intention. The objective of this paper is to investigate the impact of website design (aesthetic and usability) on eWOM intention, which is based on the adoption of the stimulus - organism - response model. To test the hypotheses, the study uses the Partial Least Squares (PLS) to test a total of 290 respondents collected from Taiwanese customers via an online survey. The outcomes show the impact of the website&apos;s design on the attitude toward it, which would lead to positive eWOM. The study also provides empirical evidence on the moderating role of online purchasing experience and the mediating effect of attitude toward a website on eWOM intention. Finally, the discussions also show implications and managerial insight for both scholars and marketers.

Název v anglickém jazyce

The Relationship Between Website Design and Positive EWOM Intention: Testing Mediator and Moderator Effect

Popis výsledku anglicky

Electronic word of mouth (eWOM) has paid attention to the phenomenon of marketing strategy because of the power of online comments to behavioural consequences. The key challenge for scholars and practitioners is to explore why consumers would like to give positive reviews of products and service. However, little empirical research has been conducted on the effect of website design on eWOM intention. The objective of this paper is to investigate the impact of website design (aesthetic and usability) on eWOM intention, which is based on the adoption of the stimulus - organism - response model. To test the hypotheses, the study uses the Partial Least Squares (PLS) to test a total of 290 respondents collected from Taiwanese customers via an online survey. The outcomes show the impact of the website&apos;s design on the attitude toward it, which would lead to positive eWOM. The study also provides empirical evidence on the moderating role of online purchasing experience and the mediating effect of attitude toward a website on eWOM intention. Finally, the discussions also show implications and managerial insight for both scholars and marketers.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Business Economics and Management

ISSN

1611-1699

e-ISSN

—

Svazek periodika

19

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

17

Strana od-do

382-398

Kód UT WoS článku

000449475800009

EID výsledku v databázi Scopus

2-s2.0-85063979576