Exploring the Interplay: Attitude towards Electronic Word of Mouth, E-Customer Satisfaction, E-Trust, Product Type, and Electronic Word of Mouth

Abstract

The goal of the current research was to identify the connection among Attitude towards Electronic Word of Mouth (AWEWOM), Electronic Customer Satisfaction (ECS), Electronic Trust (ET), and Electronic Word of Mouth (E-WOM), with the moderating effect of Product Type (PT) in Bahawalpur, Pakistan. For this study, primary data sources were employed, and quantitative research methodology was utilized. The research methodology is correlational, focusing on evaluating the relationship between variables. The target demographic consisted of the general public in Bahawalpur who engage in online shopping. The study was conducted in South Punjab. Data was collected using a questionnaire with a five-point Likert scale, distributed to 384 customers. SPSS v26 was used for data analysis. The results of this research indicate that ECS and ET have a significant positive influence on E-WOM, while AWEWOM has a negative effect on E-WOM. Additionally, the moderating influence of PT on the relationship between ECS, AWEWOM, ET, and E-WOM is significant and positive. Future research suggestions include conducting further examinations on E-WOM with other variables and elements, as well as conducting studies in different geographical locations to enhance generalizability.