Indian Journal of Science and Technology
Year: 2020, Volume: 13, Issue: 11, Pages: 1259-1264
Ikramuddin Junejo1*, Abdul Subhan Kazi2, Muneeruddin Soomro3, Mehtab Siddique4, Syed Nadeem Juman5, Sumra Haleem Shaikh1
1Department of Management Sciences, Faculty Member, SZABIST, Hyderabad, 71000, Pakistan
2Dean, Economics & Management Sciences, Faculty of Commerce, Isra University, Hyderabad, 71000, Pakistan
3Professor, Institute of Commerce, University of Sindh, 76090, Jamshoro, Pakistan
4Assistant Professor, Institute of Commerce, University of Sindh, Jamshoro, 76090, Pakistan
5PhD-Scholar, Institute of Commerce, University of Sindh, Jamshoro, 76090, Pakistan
*Author for correspondence
Department of Management Sciences, Faculty Member, SZABIST, Hyderabad, 71000, Pakistan
Email: [email protected]
Received Date:30 March 2020, Accepted Date:24 April 2020, Published Date:26 April 2020
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 due 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.
Keywords: Website Content; Consumer Buying Behavior; Electronic Word of Mouth
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