Role of web site design quality in satisfaction and word of mouth generation

Role of web site design quality in satisfaction and word of mouth generation Purpose – The purpose of this paper is to examine a comprehensive model explaining how web site design influences consumer's emotional and cognitive responses and contributes to satisfaction and word‐of‐mouth (WOM) communication in an online shopping context. Design/methodology/approach – A total of 804 female college students completed an online survey after browsing one of two mock web sites developed to manipulate web site design quality. Findings – Web site design quality showed positive direct effects on pleasure, arousal, and perceived information quality and indirect effects on satisfaction and WOM intention. Pleasant shopping experience increased positive perceptions and satisfaction. The results also showed that satisfaction mediated the relationship between emotional and cognitive responses and positive WOM intention. Research limitations/implications – Although an online survey was used to increase the reality of an online shopping experience, uncontrolled conditions may have influenced the results of the study. Further research needs to be conducted in a laboratory setting to control these factors. Originality/value – The paper theoretically extends the applicability of the stimulus‐organism‐response paradigm to satisfaction and electronic WOM intention research and fills the gap in the current online shopping literature. The paper also offers valuable information to online retailers to maximize consumer satisfaction and generate positive WOM using web site design. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Management Emerald Publishing

Role of web site design quality in satisfaction and word of mouth generation

Journal of Service Management, Volume 23 (1): 18 – Mar 9, 2012

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1757-5818
DOI
10.1108/09564231211208989
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine a comprehensive model explaining how web site design influences consumer's emotional and cognitive responses and contributes to satisfaction and word‐of‐mouth (WOM) communication in an online shopping context. Design/methodology/approach – A total of 804 female college students completed an online survey after browsing one of two mock web sites developed to manipulate web site design quality. Findings – Web site design quality showed positive direct effects on pleasure, arousal, and perceived information quality and indirect effects on satisfaction and WOM intention. Pleasant shopping experience increased positive perceptions and satisfaction. The results also showed that satisfaction mediated the relationship between emotional and cognitive responses and positive WOM intention. Research limitations/implications – Although an online survey was used to increase the reality of an online shopping experience, uncontrolled conditions may have influenced the results of the study. Further research needs to be conducted in a laboratory setting to control these factors. Originality/value – The paper theoretically extends the applicability of the stimulus‐organism‐response paradigm to satisfaction and electronic WOM intention research and fills the gap in the current online shopping literature. The paper also offers valuable information to online retailers to maximize consumer satisfaction and generate positive WOM using web site design.

Journal

Journal of Service ManagementEmerald Publishing

Published: Mar 9, 2012

Keywords: Internet; Web sites; Consumer behaviour; Women; Electronic commerce; Word of mouth; eWOM; Web site design; Emotions; Customer satisfaction

References

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