Website content and consumer buying behavior: The mediating role of electronic word-of-mouth

Ikramuddin Junejo, SZABIST
2020 Indian Journal of Science and Technology  
Citation: Junejo I, Kazi AS, Soomro M, Siddique M, Juman SN, Shaikh SH (2020) Website content and consumer buying behavior: The mediating role of electronic word-of-mouth . Indian Journal of Science and Technology 13(11): 1259-1264. https://doi.org/ 10.17485/IJST/v13i11.46 Abstract Objectives: The aim of this study was to examine the mediating role of Electronic word-of-mouth (EWM) between Website Content (WC) and Consumer Buying Behavior (CBB). The working people may differ in their behavior
more » ... e to time constraints and prefer to buy goods and services online. Methodology: Primary data was collected with the help of adopted questionnaires from working men and working women from Hyderabad, Pakistan. The total number of respondents was 200 and for the hypothesis testing, various statistical tests were applied such as Reliability Test, Factor Analysis, and Structural Equation Modeling in SPSS and AMOS. Findings: The present study, confirmed the partial mediation of EWM between WC and CBB. Implications: This study suggested that marketing companies of Hyderabad, Pakistan should focus on EWM along with WC for better market share in the future.
doi:10.17485/ijst/v13i11.46 fatcat:bgpfri6z7reuvim7s2hgjxy3su