• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2020, Volume: 13, Issue: 11, Pages: 1259-1264

Original Article

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

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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