Title: The role of online travel stores' usability in word-of-mouth generation, e-satisfaction, and users' purchase behaviour

Authors: Achilleas Barlas; Yeoryios Stamboulis

Addresses: Department of Economics, University of Thessaly, 28hs Octovriou 78, Volos, P.C. 38333, Greece ' Department of Economics, University of Thessaly, 28hs Octovriou 78, Volos, P.C. 38333, Greece

Abstract: The current study aims to examine online travel stores' website usability and its relationship and contribution to online purchase intention, e-satisfaction and word-of-mouth generation. E-satisfaction was also examined as a mediating factor in the relationship between usability and word-of-mouth. Although the number of people of all ages that use these kinds of online travel stores to plan their vacation or their trips is rising annually, the research behind it is still limited. Online questionnaires were completed by 194 individuals. The outcome of the research has shown a significant role of website usability on e-consumer intention. It is suggested that online travel stores should try to maximise users' satisfaction with their interactions with websites. Online travel stores should try to acknowledge the needs of their online users. The results of the research come to contribute to the limited literature on the role of website usability in e-WoM and satisfaction, specifically in online travel stores. Results may be used in a practical way by administrators, designers, and marketers that operate online travel stores.

Keywords: website usability; e-WoM; online travel stores; electronic commerce; e-commerce; purchase intention; electronic satisfaction; e-satisfaction; online tourism; user experience; e-tourism; e-service quality.

DOI: 10.1504/IJIMA.2025.146383

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.3, pp.241 - 258

Received: 28 Mar 2022
Accepted: 09 Dec 2022
Published online: 28 May 2025 *

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