Role of e-service quality, brand commitment and e-WOM trust on e-WOM intentions of millennials

ABSTRACT Although positive e-WOM plays a significant role in attracting new customers for e-tailers, there exists gap between the quantum of online purchases and e-WOM on e-tailer platforms. Hence, this study attempts to identify determinants of positive e-WOM on e-tailer platforms. Drawing on Stimulus Organism Response (SOR) theory, this study examines the relationship between outcome quality dimensions of e-service quality, brand commitment, e-WOM trust and customer satisfaction on positive e-WOM intention. Based on data collected from 303 millennials, order accuracy and timeliness have been identified as significant predictors of consumer satisfaction, e-WOM trust is positively related to positive e-WOM intention and brand commitment acts as a mediator in a satisfaction-intention relationship. With an ever-increasing prevalence of online shopping in developing countries, the study offers useful insights for both practitioners and academicians and throws open further scope of related research.