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From Clicks to Trust: Electronic Word of Mouth and Perceived Website Quality Versus E-Shopping Attitudes

Author

Listed:
  • Kamran Muhammad

    (Institute for Management Research, Collegium Civitas, Warsaw, Poland)

  • Riaz Pitafi Zohaib

    (Department of Management Sciences, COMSATS University Islamabad, Islamabad, Pakistan)

  • Awan Tahir Mumtaz

    (Department of Management Sciences, COMSATS University Islamabad, Islamabad, Pakistan & School of Business Sciences, University of Witwatersrand, Johannesburg, South Africa)

  • Ochinowski Tomasz

    (Faculty of Management, University of Warsaw, Warsaw, Poland)

  • Szostak Michał

    (Institute for Management Research, Collegium Civitas, Warsaw, Poland)

Abstract

Purpose This study explores the influence of electronic word of mouth (eWOM) and perceived website quality on consumer attitudes toward online shopping, highlighting the mediating role of trust. The research assesses how these digital factors collectively shape consumer behavior and trust in global e-commerce platforms. Design/methodology/approach A quantitative approach is employed through a structured, self-administered survey targeting 308 online shoppers from diverse international backgrounds. Structural Equation Modeling (SEM) is used to test the proposed model and validate the relationships between key variables. Findings The results reveal that both eWOM and website quality significantly affect consumer attitudes toward online shopping. The trust serves as a crucial mediator in this relationship, with eWOM and website quality directly influencing trust, which in turn shapes online shopping attitudes. Practical implications These findings highlight the importance of building trust in e-commerce strategies, particularly through enhancing website quality and fostering positive eWOM to improve consumer engagement and loyalty. Social implications The study expands the understanding of how website quality affects societal attitudes toward online shopping, with implications for both businesses and consumers in the digital economy. Originality/value This research provides a comprehensive global perspective on the interplay between eWOM, website quality, trust, and online shopping attitudes. It offers valuable insights for e-commerce retailers and marketers seeking to build consumer trust and improve shopping experiences in a competitive digital marketplace.

Suggested Citation

  • Kamran Muhammad & Riaz Pitafi Zohaib & Awan Tahir Mumtaz & Ochinowski Tomasz & Szostak Michał, 2024. "From Clicks to Trust: Electronic Word of Mouth and Perceived Website Quality Versus E-Shopping Attitudes," International Journal of Contemporary Management, Sciendo, vol. 60(1), pages 252-266.
    • Handle: RePEc:vrs:ijcoma:v:60:y:2024:i:1:p:252-266:n:1018
    DOI: 10.2478/ijcm-2024-0016
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    References listed on IDEAS

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    1. Yang, Kiseol & Li, Xiaoshu & Kim, HaeJung & Kim, Young Hoon, 2015. "Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 1-9.
    2. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
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