Antecedent factors influencing customer decision support satisfaction from e-WOM systems

The main goal of this study is to investigate the factors influencing customer decision support satisfaction with the e-commerce site, including e-WOM (electronic word of mouth) system interactivity and EQ (eQuality). We also identify the antecedents to e-WOM system interactivity and EQ, as well as the outcome of decision support satisfaction. Most leading e-commerce companies have developed their own e-WOM systems on their web sites. The e-WOM system is designed to help customers’ purchase decision making on the web site. Compared with conventional WOM based on verbal words, e-WOM is shared with other customers through text, image, video clips, sound and so forth. What is more, each e-commerce site supplies various technical supports for customers through e-WOM systems. We propose a structural model based on EQ and Interactivity theories. We hypothesize that consumers reach a high level of decision support satisfaction when they feel a high level of Interactivity between an eWOM system and e-Quality on an e-commerce site. Decision support satisfaction is, then, hypothesized to boost customer e-Loyalty. The findings presented here are from a pilot study and implications are further discussed.