Interactive websites of e-malls instigate intentions to generate e-WoM
by Tahir Mumtaz Awan; Tayyaba Latif; Faheem Aslam; Tayyba Fatima
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 13, No. 3, 2022

Abstract: The study was outlined to understand antecedents of consumers' intentions to generate electronic word of mouth (e-WoM) and to examine the role of website interactivity with the interplay of e-satisfaction, perceived ease-of-use and perceived usefulness. Data was collected through self-administered questionnaires from the respondents of both genders belonging to multiple age groups. Data analysis was carried out through Smart PLS and the hypothesised relationships were tested. The results illuminated significance of websites' interactivity in achieving a well-generated content from consumers and revealed that all three intervening constructs play vividly to facilitate consumers in sharing their experiences. It implies that companies should focus on developing strategies to make their website more interactive. Marketers can conveniently work upon their desired e-WoM generation in order to obtain rich user-generated content. The practice is also considered as an information dissemination mechanism, consequently educating consumers.

Online publication date: Tue, 05-Jul-2022

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