The Mediating Role of E-Mouth-to-Mouth Communicaiıon in the Impact of E-Service Quality on Consumers' Online Decision-Making Styles

Abstract

Purpose – This research aims to investigate the mediating role of e-word of mouth in the relationship between e-service quality and online decision-making style. Design/methodology/approach – The universe of the research consists of adults over the age of 18 who shop online. The universe of the study was selected as Mardin province (center and all districts). This study is quantitative and descriptive, and the survey technique was used to collect data. The E-Service Quality Scale was taken from the study of Swaid and Wigand (2009) and consists of 28 items. E-Word of Mouth Communication Scale was taken from the study of Goyette, Ricard, Bergeron, and Marticotte, (2010) and consists of 19 items. The online Decision-Making Style Scale was taken from the study of Park and Gretzel (201) and consists of 27 items. Findings – It was concluded that there is a moderate positive relationship between e-service quality and online decision-making style, a moderate positive relationship between e-service quality and e-word of mouth communication, a moderate positive relationship between e-word of mouth communication and online decision-making style, and e-word of mouth communication does not have a mediating role in the relationship between e-service quality and online decision-making style. Discussion – It has been determined that while responsiveness, one of the sub-dimensions of e-service quality, negatively affects online decision-making style, assurance and website usability have positive effects. It has been concluded that e-word-of-mouth communication has a partial mediating role in the relationship between e-service quality and online decision-making style. Although the findings obtained are similar to the findings of previous studies in the literature, in this study it has been determined that e-word-of-mouth communication has a partial mediating role in the relationship between e-service quality and online decision-making style. It may be recommended that studies like this be comparatively conducted in the future between provinces and countries.