– The purpose of the study is to develop and empirically test a model which examines the relationship between e-servicescape dimensions, website quality dimensions, website stickiness, website loyalty and word-of-mouth (WOM). The role of WOM in influencing consumer behaviour is documented in literature. However, despite its growing importance, research on the antecedents of WOM in the e-retail context is sparse.
– Data were collected by circulating the questionnaire using an online survey from the graduate and undergraduate students enrolled in a large university in the northeastern USA. Out of 660 questionnaires distributed, 509 were usable. Data were analysed using confirmatory factor analysis and structural equation modelling.
– Results show that website stickiness and website loyalty are two different constructs which form the immediate antecedents of WOM. Results also show the indirect effects of e-servicescape and website quality dimensions on WOM.
– The findings of the study provides a better understanding of the factors likely to influence the WOM behaviour of e-retail store customers. Findings also provide valuable insights into the factors which managers need to focus on to make their e-retail website increasingly stickier.
– The contribution of the paper lies in eliciting the differences between stickiness to and loyalty to retail websites and extending the research on e-servicescapes.
