Role of User Experience through Electronic Word of Mouth About e-commerce Platforms In Re-Patronage Intentions of Shoppers

Abstract

Resolution – Previous readings mostly inspect initial shopping intention pertaining to satisfaction and loyalty, but this study will try to explore the possibilities of user experience which is generally get spread by word of mouth. Outlook/procedure/strategy –A Questionnaire was framed and sent across to the online shoppers, who were 355 in total. Respondents included online buyers who were in the age range of 18 to 65 years. Eventually, user experience has been used as an indicator and word of mouth as a mediator to understand the re-patronage intentions of shoppers Outcome/Results– Outcomes from the survey revealed that satisfaction and re-patronage intentions facets impacted shoppers along with the presence of word of mouth and user experience. Study’s constraint/conclusion – The study conducted advises forthcoming papers to take into consideration inclusive investigation, to construct methodology, to formulate online procedure as well as to lay emphasis on stream in finding out the role of user experience and WoM. Authenticity/importance –The research in itself is one of a kind. A rare effort, with the objective to inspect multiple facets in online shoppers viz. a viz., their perspective and actions which get affected by user experience and WoM.