RESUMO
Recently, social media marketing has become one of the most significant growth channels for many businesses. However, many companies are still unclear about using social media marketing to their advantage, particularly in an e-commerce environment. In this background, this study examines the effect of website quality, consumer satisfaction, and eWOM on online purchase intention. An online survey was conducted with 789 online Chinese shoppers from four cities-Harbin, Shenyang, Guangzhou, and Shenzhen. Structural equation modeling (SEM) was used to analyze the hypotheses. The findings show that each variable had a high impact on eWOM with website quality (information quality, system quality, and service quality), which in turn positively increased consumer online purchase intentions in China's e-commerce business. Additionally, findings show a significant gender gap in online shopping behavior. This novel research provides several managerial guidelines that support managers in improving their business performance in the e-commerce industry. This research also highlighted some limitations.
RESUMO
Order increases, supply chain disruptions, changing customer behavior, store closures, and more that have been caused by the coronavirus epidemic (COVID-19) will undoubtedly affect the online commerce forms of business. The coronavirus pandemic has a significant impact on digitalization and customer experience and well-being in mobile commerce. Since the beginning of the coronavirus pandemic, online sales and the number of online shoppers using wireless internet-enabled devices have increased tremendously. The article develops, an experimental study that captures COVID-19 and digital commerce's impact in terms of customers' experience and well-being during the pandemic period. The study explores the synergy between technology evolution and the effects of the COVID-19 pandemic on customers' behavior based on survey data collection and the technology acceptance model (TAM). The results reveal that, for millennials, digital commerce seems to be the typical way of shopping and paying in the pandemic period since the oldest generations adopted in a smaller proportion the use of mobile devices for shopping and payments. Besides, retailers are confronted with great challenges raised by millennials' expectations. The result confirms four of the six hypotheses based on the technology acceptance model (TAM). As a result, it shows that the easiness of use, trust, mobility, and customer involvement influences the behavioral intention of the customer to use mobile commerce, and that usefulness and customization does not influence the behavioral intention.
