DRIVERS OF CONSUMER DECISION-MAKING IN E-RETAIL AND THEIR EFFECTS ON WORD-OF-MOUTH: A STUDY ACROSS INDIAN E-RETAILERS

Abstract

This research analyzes the influence of primary consumer decision factors such as perceived value, search engine utility, and purposive promotion on word-of-mouth (WOM) behavior within the realm of e-retailing. Data were gathered from 408 respondents in Jammu and Kashmir through a structured online questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to evaluate the relationships among the variables. The results indicate that perceived value and purposive promotion have a significant impact on word-of-mouth, with purposive promotion exhibiting the most substantial effect. The usefulness of search engines showed a positive yet marginally significant correlation with word-of-mouth communication. The findings underscore the necessity for e-retailers to align their value propositions and promotional strategies to foster positive word-of-mouth communication. This research enhances the literature on relationship marketing and consumer behavior by illustrating the influence of decision drivers on post-purchase communication. The limitations consist of employing convenience sampling and omitting other potential factors such as customer satisfaction and brand trust. Subsequent research must tackle these limitations and investigate a wider array of factors affecting WOM in e-retailing.