Skip navigation

A study on the effect of features towards online store on reuse intention in China ─ the moderation role of the E-WOM (Electronic Word Of Mouth)

A study on the effect of features towards online store on reuse intention in China ─ the moderation role of the E-WOM (Electronic Word Of Mouth)

Yuan, ChunLin, Kim, Kyung Hoon, Yu, XiaoLei and Ma, Jenny (2016) A study on the effect of features towards online store on reuse intention in China ─ the moderation role of the E-WOM (Electronic Word Of Mouth). In: 2016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations, pp. 567-572. (doi:10.15444/GMC2016.05.02.04)

[img]
Preview
PDF (Publisher's PDF)
16933 MA_Effect_of_Features_Towards_Online_Store_2016.pdf - Published Version

Download (303kB) | Preview

Abstract

The purpose of this study is to investigate the relationship between site features toward ecommerce and consumer attitude. For completion of this study, 598 online shopping experience for consumers participated in Guangzhou, Zhengzhou, Shenyang and conducted questionnaires. All data were analyzed by using the experimental method and by means of SPSS Ver 20.0 and AMOS 20.0 program to identify the relationship between site features toward ecommerce, User satisfaction, Use attitude towards the site and reuse intention in China. The results were followings: among site features toward ecommerce, Easy of use, Interaction, Information and executive ability influenced user satisfaction in China. User satisfaction have significant influence on use attitude toward the site. User satisfaction have significant influence on reuse intention. Use attitude toward the site have significant influence on reuse intention. And relation between site attributes toward online store and user satisfaction a portion moderated by e-WOM.

Item Type: Conference Proceedings
Title of Proceedings: 2016 Global Marketing Conference at Hong Kong Proceedings
Additional Information: 2016 Global Marketing Conference at Hong Kong
Uncontrolled Keywords: Electronic word of mouth, Online store, China, Satisfaction, Attitude toward the site
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 22 Feb 2018 14:18
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/16933

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics