Analyzing Electronic Word of Mouth Intention for Shopping Websites: A Means-End Chain Approach

Using a means-end chain (MEC) approach, this article proposes a comprehensive and integrative conceptual model of the antecedents of electronic word of mouth (eWOM) intention. It examines the effects of website attributes on eWOM intention, a topic that has not been explored in its relation to these...

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Bibliographic Details
Published in:Journal of Internet commerce 2019-04, Vol.18 (2), p.113-140
Main Authors: Phan, Quyen Phu Thi, Rivas, Adriana A. Amaya, Bat, Tuya
Format: Article
Language:English
Subjects:
Attitudes
brand attitude
eWOM intention
gender
Means-end chain theory
Trustworthiness
website attitude
website attributes
website trustworthiness
Websites
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Summary:Using a means-end chain (MEC) approach, this article proposes a comprehensive and integrative conceptual model of the antecedents of electronic word of mouth (eWOM) intention. It examines the effects of website attributes on eWOM intention, a topic that has not been explored in its relation to these attributes. Hypotheses are tested using partial least squares (PLS) modeling of data from 290 online customers in Taiwan. Attitudes toward websites and brand attitudes are found to mediate the link between website attributes and eWOM intention. The moderating effects of website trustworthiness and gender are found to influence the relationship between website attributes and consumer attitudes. This study contributes to the knowledge of the effects of website design that encourage consumers to provide positive eWOM when purchasing clothes via a website and provides some practical suggestions for online retailers.
ISSN:1533-2861
1533-287X
DOI:10.1080/15332861.2019.1595361