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The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites

The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites Purpose – The purpose of the study is to develop and empirically test a model which examines the relationship between e-servicescape dimensions, website quality dimensions, website stickiness, website loyalty and word-of-mouth (WOM). The role of WOM in influencing consumer behaviour is documented in literature. However, despite its growing importance, research on the antecedents of WOM in the e-retail context is sparse. Design/methodology/approach – Data were collected by circulating the questionnaire using an online survey from the graduate and undergraduate students enrolled in a large university in the northeastern USA. Out of 660 questionnaires distributed, 509 were usable. Data were analysed using confirmatory factor analysis and structural equation modelling. Findings – Results show that website stickiness and website loyalty are two different constructs which form the immediate antecedents of WOM. Results also show the indirect effects of e-servicescape and website quality dimensions on WOM. Practical implications – The findings of the study provides a better understanding of the factors likely to influence the WOM behaviour of e-retail store customers. Findings also provide valuable insights into the factors which managers need to focus on to make their e-retail website increasingly stickier. Originality/value – The contribution of the paper lies in eliciting the differences between stickiness to and loyalty to retail websites and extending the research on e-servicescapes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/EJM-04-2013-0193
Publisher site
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Abstract

Purpose – The purpose of the study is to develop and empirically test a model which examines the relationship between e-servicescape dimensions, website quality dimensions, website stickiness, website loyalty and word-of-mouth (WOM). The role of WOM in influencing consumer behaviour is documented in literature. However, despite its growing importance, research on the antecedents of WOM in the e-retail context is sparse. Design/methodology/approach – Data were collected by circulating the questionnaire using an online survey from the graduate and undergraduate students enrolled in a large university in the northeastern USA. Out of 660 questionnaires distributed, 509 were usable. Data were analysed using confirmatory factor analysis and structural equation modelling. Findings – Results show that website stickiness and website loyalty are two different constructs which form the immediate antecedents of WOM. Results also show the indirect effects of e-servicescape and website quality dimensions on WOM. Practical implications – The findings of the study provides a better understanding of the factors likely to influence the WOM behaviour of e-retail store customers. Findings also provide valuable insights into the factors which managers need to focus on to make their e-retail website increasingly stickier. Originality/value – The contribution of the paper lies in eliciting the differences between stickiness to and loyalty to retail websites and extending the research on e-servicescapes.

Journal

European Journal of Marketing – Emerald Publishing

Published: Sep 2, 2014

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