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)

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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 / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	22 Feb 2018 14:18
URI:	http://gala.gre.ac.uk/id/eprint/16933

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