Year: 2007
Type: article
Abstract: The main goal of this study is to investigate the factors influencing customer decision support satisfaction with the e-commerce site, including e-WOM (electronic word of mouth) system interactivity and EQ (e-Quality).We also identify the antecedents to e-WOM system interactivity and EQ, as well as the outcome of decision support satisfaction.Most leading e-commerce companies have developed their own e-WOM systems on their web sites.The e-WOM system is designed to help customers' purchase decision making on the web site.Compared with conventional WOM based on verbal words, e-WOM is shared with other customers through text, image, video clips, sound and so forth.What is more, each e-commerce site supplies various technical supports for customers through e-WOM systems.We propose a structural model based on EQ and Interactivity theories.We hypothesize that consumers reach a high level of decision support satisfaction when they feel a high level of Interactivity between an e-WOM system and e-Quality on an e-commerce site.Decision support satisfaction is, then, hypothesized to boost customer e-Loyalty.The findings presented here are from a pilot study and implications are further discussed.
Authors: Chul Woo Yoo, Junghoon Moon, Young Chan Choe
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1596600503