Fashion brands on retail websites: customer performance expectancy and e-word-of-mouth

Abstract The current study explores the drivers and outcomes of performance expectancy for fashion brand websites and estimates two alternative models to explain the drivers of word-of-mouth. The study also aims to test the mediator effect of trust on the relationship between customer satisfaction and word-of-mouth. The study builds on data collection from consumers selected through mall intercept convenience sampling (in Lisbon city center). Researchers gave consumers tablets which they used to answer the online survey. The final sample consisted of 312 participants. The findings of this research may generate a flow process in which the quality of the information and technology of the fashion website, together with the past experience of the fashion consumer, influence the performance expectancy and this, in turn, contributes to them recommending the fashion brand and the website through online posts and reviews.

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