The impact of the interactivity of the electronic word advertising systems and electronic quality on electronic loyalty with the role of measuring satisfaction of decision support (a case study of online customers of Iran insurance company in Tehran provi
The aim of the present study is to examine the effect of interactivity of electronic word of mouth advertising systems and electronic quality over electronic loyalty with the role of measuring decision support satisfaction. The statistical population of the research includes all the online customers who have used the services of Iran Insurance Company in Tehran. To answer research questions and test the hypotheses a questionnaire was distributed among 390 members of the sample of the study. After collecting the questionnaires, the data was analyzed using SPSS and LISREL software. It should be mentioned that the validity of the questionnaire was assessed by content and construct validity and the reliability was examined by Cronbach's alpha test. The results indicated that the questions have high reliability. Regarding construct validity, which was investigated using confirmatory factor analysis by LISREL software, it was found that the questions have appropriate validity. The results of the data analysis and hypothesis testing showed that the interactivity of electronic word of mouth advertising systems has a significant and positive effect on decision support satisfaction and electronic quality. The electronic quality also has a positive and significant effect on decision support satisfaction. Moreover, decision support satisfaction has a positive and significant effect on electronic loyalty.
Ballantine. (2005). Effects of interactivity and product information on consumer satisfaction in an online retail setting, Int. J. Retail Distrib. Manage. 33,461–471
Chen C.S.W. (2008). The impact of customer interface quality, satisfaction and switching costs on e-loyalty: Internet experience as a moderator, CHB 24, 2927–2944.
Garrity G.B., Kim Y.J., Sanders G.L., Shin S.K. (2005). An experimental investigation of Web-based information systems success in the context of electronic commerce, Decis. Support Syst. 39, 485–503.
Gommans, K.S.K., Scheffold K.B. (2001). From brand loyalty to e-loyalty: a conceptual framework, J. Econ. Soc. Res. 3, 43–58
Hamidizadeh M.R., Yazdani N. (2011). Effective Strategic model of E-commerce of customer behavior, Business Management Exploration, Volume 3, Issue 6, pp. 3-6.
Jalilian H., Ebrahimi A., Mahmoudian O. (2012). The impact of electronic word of mouth advertising on purchase intent of consumers through customer-based brand equity among students (A case study of laptops by Dell Company), Industrial Management, Volume 4, Issue 4, Page 24.
Johnson E.J., Payne J.W. (1985). Effort and accuracy in choice, Manage. Sci. 31, pp. 395–414.
Johnson G.J., Bruner I.G.C., Kumar A. (2006). Interactivity and its facets revisited theory and empirical, J. Advert. Res. 35, pp. 35–51.
Kim W.G., Ma X., and Kim D.J. (2006). Determinants of Chinese hotel customers and purchase intentions, Tourism Management, Vol. pp: 27 890˚ 900
Kline R.B. (2010). Principles and Practice of Structural Equation Modeling, Series Editor’s Note by Todd D. Little, The guilford press, New York London
Mazloumi N., Jalali H. (2012). Social Networking and the success of tourism policymaking in Iran, Tourism Management Study, Volume 7, Issue 18.
Nielsen, Designing Web Usability (2000). New Riders Publishing, Indianapolis, IN,
Nilsson C. P. (2006). Attention to Advertising, Umea School of Business, Umea University SE-90187 Umea, Sweden.
Noort G.v., Voorveld H.A.M., Reijmersdal E.A.v. (2012). Interactivity in brand Web sites: cognitive, affective, and behavioral responses explained by consumers’ online flow experience, J. Interact. Market. 26, pp. 223–234.
Palmer. (2002). Web site usability, design, and performance metrics, Inform. Syst. Res. 13, 151–167
Payne, J.W. Bettman J.R., Johnson E.J. (1993). The Adaptive Decision Maker, Cambridge, New York, NY.
Sanders, G.L. (1984). MIS/DSS success measure, systems, objectives, Solutions 4, pp. 29–34.
Shugan. (1980). The cost of thinking, J. Consum. Res, 7, 99–111.
Silverman G. (2001). The secrets of word-of-mouth marketing; USA: AMACOM.
Simon A. (1955). Behavioral model of rational choice, Quart. J. Econ. 69, 99–118
Yu Ch.W., Kim Y. J., Sanders G. L. (2015). The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the e-marketplace. Information & Management. INFMAN-2795; No. of Pages 10
Zhang P. von Dran G.M. (2001). User expectations and rankings of quality factors in different website domains, Int. J. Electron. Commer. 6, pp. 9–33.