Perceived Enjoyment’s Mediation Role: Navigating Satisfaction and Word-of-Mouth in Electric Two-Wheeler Post-Purchase Behavior

Introduction: The adoption of electric two-wheelers has surged in response to global sustainability goals and advancements in green technology. This research explores the interplay between consumer satisfaction, perceived enjoyment, and WoM behavior in the electric two-wheeler market. Purpose: This research examines how perceived enjoyment moderates the connection between satisfaction and continuous use intention in the context of electric two-wheelers. The research highlights post-purchase satisfaction and consumer advocacy dynamics by leveraging a comprehensive framework. Further, the study will also evaluate the combined effects of satisfaction, attitude, and perceived enjoyment on shaping continuance intention toward e-vehicles and e-WOM eventually. Methodology: A quantitative research approach was adopted, utilizing quantitative surveys. Data were collected from a sample of 341 electric two-wheeler users across urban regions. Analytical techniques such as SEM was used to assess the relationships between variables. Results and Discussion: The analysis demonstrates that perceived enjoyment significantly moderates the satisfaction-continuance intention relationship. High satisfaction levels correlate strongly with increased advocacy when influenced by enjoyment, suggesting that emotional engagement enhances consumer loyalty. The study also proves that attitude mediates the relationship between satisfaction and continuance intention. Conclusions: Perceived enjoyment is critical in shaping post-purchase behavior in the electric two-wheeler market. By understanding the satisfaction-attitude-WoM nexus, companies can develop strategies that enhance user experiences and brand advocacy.