Role of EWOM, Product Satisfaction, and Website Quality on Customer Repurchase Intention

Strategy and Superior Performance of Micro and Small Businesses in Volatile Economies Pub Date : 1900-01-01 DOI:10.4018/978-1-5225-7888-8.CH010

Aakash Aakash, A. Aggarwal

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引用次数: 15

Abstract

This chapter presents a structural model to determine the role played by website quality (WEQ), product satisfaction, and electronic word of mouth (EWOM) on e-commerce customer satisfaction and their repurchase intention. Online retail business model consists of unique characteristics that offer the service and products to the customer after understanding their requirements and feedback given by the fellow customers in the form of electronic word of mouth. The findings of this chapter suggest that WEQ can be conceptualized as a multi-item construct consisting of system quality (SQ), content quality (CQ), trust (TR), usage (US), customer support (CS), customer feedback (CF), and personalization (PR). This chapter confirms that WEQ, product satisfaction, and EWOM are positively related to e-commerce customer satisfaction (ECS) as well as to repurchase intention (RI). Though the product satisfaction has a significant direct effect on customer satisfaction and repurchase intention, the EWOM and WEQ have greater influence on customer satisfaction and also on repurchase intention.

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EWOM、产品满意度和网站质量对顾客再购买意愿的影响

本章提出了一个结构模型来确定网站质量(WEQ)、产品满意度和电子口碑(EWOM)对电子商务客户满意度和再购买意愿的作用。在线零售商业模式具有独特的特点，即在了解顾客的需求和其他顾客以电子口碑的形式给出反馈后，向顾客提供服务和产品。本章的研究结果表明，WEQ可以被概念化为由系统质量(SQ)、内容质量(CQ)、信任(TR)、使用(US)、客户支持(CS)、客户反馈(CF)和个性化(PR)组成的多项目结构。本章证实了WEQ、产品满意度和EWOM与电子商务顾客满意度(ECS)和再购买意愿(RI)呈正相关。虽然产品满意度对顾客满意和再购买意愿有显著的直接影响，但EWOM和WEQ对顾客满意和再购买意愿的影响更大。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Strategy and Superior Performance of Micro and Small Businesses in Volatile Economies

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