Article: Interactive websites of e-malls instigate intentions to generate e-WoM Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2022 Vol.13 No.3 pp.319 - 333 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. Inderscience Publishers - linking academia, business and industry through research

Title: Interactive websites of e-malls instigate intentions to generate e-WoM

Authors: Tahir Mumtaz Awan; Tayyaba Latif; Faheem Aslam; Tayyba Fatima

Addresses: Department of Management Sciences, COMSATS University Islamabad, Park Road, Tarlai Kalan, Islamabad, 45550, Pakistan ' Department of Management Sciences, COMSATS University Islamabad, Park Road, Tarlai Kalan, Islamabad, 45550, Pakistan ' Department of Management Sciences, COMSATS University Islamabad, Park Road, Tarlai Kalan, Islamabad, 45550, Pakistan ' Department of Management Sciences, COMSATS University Islamabad, Park Road, Tarlai Kalan, Islamabad, 45550, Pakistan

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.

Keywords: e-malls; website interactivity; intention to e-WoM; perceived usefulness; perceived ease-of-use; PEoU; e-satisfaction.

DOI: 10.1504/IJEMR.2022.123935

International Journal of Electronic Marketing and Retailing, 2022 Vol.13 No.3, pp.319 - 333

Received: 07 May 2020
Accepted: 04 Jan 2021
Published online: 05 Jul 2022 *

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Title: Interactive websites of e-malls instigate intentions to generate e-WoM

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