Sh iedeh, Fayez Bassam; Hanaysha, Jalal Rajeh; Gulse en, Osman
A icle
Impac o p oduc asso men , pe cei ed se ice quali y,
websi e quali y, and cus ome e iews on cus ome
happiness and wo d o mou h
Pakis an Jou nal o Comme ce and Social Sciences (PJCSS)
P o ided in Coope a ion wi h:
Joha Educa ion Socie y, Pakis an (JESPK)
Sugges ed Ci a ion: Sh iedeh, Fayez Bassam; Hanaysha, Jalal Rajeh; Gulse en, Osman (2024) :
Impac o p oduc asso men , pe cei ed se ice quali y, websi e quali y, and cus ome e iews on
cus ome happiness and wo d o mou h, Pakis an Jou nal o Comme ce and Social Sciences (PJCSS),
ISSN 2309-8619, Joha Educa ion Socie y, Pakis an (JESPK), Laho e, Vol. 18, Iss. 1, pp. 157-180
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Pakis an Jou nal o Comme ce and Social Sciences
2024, Vol. 18(1), 157-180
Pak J Comme Soc Sci
Impac o P oduc Asso men , Pe cei ed Se ice
Quali y, Websi e Quali y, and Cus ome Re iews on
Cus ome Happiness and Wo d o Mou h
Fayez Bassam Sh iedeh
Depa men o Ma ke ing, Hashemi e Uni e si y, Za qa, Jo dan
E-Mail: .sh [email protected]
Jalal Rajeh Hanaysha (Co esponding au ho )
School o Business, Skyline Uni e si y College, 1797, Sha jah, Uni ed A ab Emi a es
E-mail: jalal.hanay[email p o ec ed]
Osman Gulse en
Facul y o Ag icul u al and Ma ine Sciences, Sul an Qaboos Uni e si y, Musca , Oman
E-mail: o.golse [email protected]
A icle His o y
Recei ed: 29 Dec 2023
Re ised: 24 Ma 2024
Accep ed: 27 Ma 2024
Published: 31 Ma 2024
Abs ac
The main aim o his pape ocuses on examining he e ec o websi e quali y, p oduc
asso men , cus ome e iews, and pe cei ed se ice quali y on cus ome happiness and
wo d o mou h. The da a o his esea ch was ga he ed om online shoppe s o e ail s o es
in Uni ed A ab Emi a es. Da a was analyzed using pa ial leas squa e based s uc u al
equa ion modeling h ough Sma PLS so wa e in o de o e i y esea ch hypo heses and
d aw conclusions. The indings also showed ha websi e quali y, cus ome e iews and
pe cei ed se ice quali y ha e posi i e e ec s on cus ome happiness and wo d o mou h.
Finally, he esul s e ealed ha p oduc asso men posi i ely a ec s wo d o mou h, while
i s e ec on cus ome happiness is insigni ican . This esea ch builds upon he exis ing
li e a u e by demons a ing he e ec o selec ed ac o s on cus ome happiness and wo d
o mou h, conside ing ha only limi ed s udies we e conduc ed in he pas abou hese
a iables in he Middle Eas egion.
Keywo ds: P oduc asso men , cus ome e iews, pe cei ed se ice quali y, online e ail
cus ome s, websi e quali y, cus ome happiness, wo d o mou h, Uni ed A ab Emi a es.
1. In oduc ion
The ad ancemen s in echnology and g ow h o in e ne usage among indi iduals
wo ldwide has u ged ma ke e s o seek o he op imal me hods o each hei clien s and
P oduc Asso men , Cus ome Happiness and Wo d o Mou h
158
mee hei expec a ions. As a esul o hese shi s, e aile s now need o complemen hei
adi ional s o e on s wi h online buying op ions. The use o hese e-comme ce websi es
p o ides a cos -e ec i e app oach o manu ac u e s o e aile s o imp o e he e iciency
o he dis ibu ion o hei goods and o connec wi h po en ial cus ome s. In he mean ime,
cus ome s shopping on a ious e-comme ce websi es will ha e access o a wide a ie y
o op ions and mo e a o able p icing (Chiu & Cho, 2019). Acco dingly, he e-comme ce
business has a ac ed he a en ions o bo h academics and p ac i ione s in o de o clea ly
unde s and abou his online dis ibu ion me hod om bo h he consume 's and he selle 's
pe spec i es (Escoba -Rod guez & Bonsón-Fe nández, 2017). Fu he mo e, as consume s
nowadays a e well- e sed in echnology, i has become inc easingly impo an o e-
comme ce manage s and academics o ob ain clea unde s anding o cus ome s’ needs and
he ac o s ha in luence hei wo d o mou h owa ds e-comme ce websi es.
Resea che s in he ield o ma ke ing e alua ed he signi icance o wo d o mou h and he
ac o s ha a ec i in di e en con ex s. One o he mos impo an ways in which e aile s
can se hemsel es apa is h ough hei p oduc asso men (Kau ish & Sha ma, 2019).
Howe e , he academic li e a u e is s ill deba ing he ques ion o p oduc asso men due
o he inconclusi e esul s wi h ega ds o i s e ec on consume beha io (Gao &
Simonson, 2016). One school o hough holds ha mo e cus ome s om a ious segmen
g oups a e likely o say posi i e wo ds abou a s o e i i has mo e i ems o choose om,
and his consequen ly will imp o e he s o e's sales and p o i s (Kau ish & Sha ma, 2019).
Ano he con adic ing iew was epo ed in he p io esea ch which sugges ed ha
consume s can make be e use o hei ime a he s o e i hey a e p esen ed wi h a mo e
limi ed selec ion o p oduc s; hus, allowing hem o make judgmen s mo e quickly wi h
minimal us a ion caused by excess o choice (Jamil, 2001). Howe e , despi e his
con en ion, o he schola s sugges ed ha b ands should p esen consume s wi h a a ie y
o goods and se ices so ha hey ha e a a ie y o op ions om which o selec (de
Villie s, Visnenza, & Phi i, 2018).
In he in e ne shopping con ex , websi e quali y has also been ega ded in he ea lie
li e a u e as a signi ican ac o o in luencing cus ome happiness and wo d o mou h.
E ec i e websi e design cha ac e is ics a e he eason why ce ain online e aile s' websi es
ecei e mo e a ic han o he s (Boa dman & Mcco mick, 2022). Selle s' websi es o en
include p e-sale in o ma ion (e.g. p oduc and p icing de ails) in an e o o minimize he
sea ching cos and ime o cus ome s. I has been sugges ed by some schola s ha
shoppe s' a o able imp essions o and a i udes owa d a e aile can be acili a ed by he
quali y o i s websi e (Chen, Huang, & Da ison, 2017). In ligh o he in ense compe i ion
in he mode n online e ail ma ke , manage s o e-comme ce si es need o be awa e o he
o he ac o s ha may a ec shoppe s' beha io . O e he pas ew yea s, he se ice quali y
has been iewed as a i al aspec in he success o e-comme ce businesses (Dhing a, Gup a,
& Bha , 2022). Due o he lack o physical in e ac ion, i is e en mo e impo an o online
e aile s o p o ide sa is ac o y cus ome se ice o hei clien s as hey b owse o
p oduc s, place o de s, and pa ien ly wai o hei deli e ies (Ri a e al., 2019). Tsao e al.
Sh iedeh, Hanaysha & Gulse en
159
(2016) ou lined ha gi ing cus ome s he imp ession ha hey will ecei e hei o de s
p omp ly and will ha e an easy ime while exchanging o e u ning hem inc eases hei
happiness (e.g. high p edic abili y and he enjoymen o wai ing o goods) and s imula e
hem o sp ead posi i e wo d o mou h.
P e ious s udies also showed ha cus ome e iews ha e a signi ican impac , no only on
he sales o p oduc s ac oss a a ie y o ca ego ies (such as books, ho el ooms, and
mo ies), bu also on he cus ome happiness and wo d o mou h (Don hu e al., 2021; Jia,
2020). Se e al e aile s pos cus ome e iews on hei websi es o be e no ma i e
e alua ions, such as o e all p oduc ankings and a ings o p oduc ea u es in o de o
assis cus ome s in de e mining he le el o quali y o e ed by a gi en p oduc . Cus ome s
nowadays ely hea ily on online e iews o o m opinions abou he quali y o goods, he
e iciency o se ice, and he o e all happiness om a pu chase (Li e al., 2023). Based on
his p emise, online p oduc e iews ha e been conside ed o be highly in luen ial and
powe ul (Pop e al., 2023) because people us he opinions o hei pee s when hey
in end o pu chase om a ce ain websi e. Dwidienawa i e al. (2020) indica ed ha
consume s place g ea e weigh on he ecommenda ions om hei pee s han hose
p o ided by businesses. This is likely due o he ac ha pee s a e pe cei ed as unbiased
and mo e eliable han o icial company ep esen a i es. Howe e , e y limi ed s udies
ha e been conduc ed so a abou he e ec o cus ome e iews on wo d o mou h and
cus ome happiness.
As online shopping p esen s g ea e isks and unce ain ies; he e o e, cus ome happiness
owa ds he selle ’ websi e should be nu u ed h ough en iching cus ome expe ience in
o de s imula e posi i e wo d o mou h communica ion. Acco dingly, he lack o cus ome
happiness is commonly seen as he p ima y ba ie o he widesp ead o posi i e wo d o
mou h (Niede meie e al., 2019). Howe e , he e a e sca ce s udies in he se ice li e a u e
ha looked a he impac o a e aile 's websi e quali y and p oduc asso men on cus ome
happiness. While many schola s ha e looked a he impo ance o cus ome happiness in
online buying, e y limi ed s udies ha e been dedica ed o he examina ion o i s ole in
a ec ing wo d o mou h. Niede meie e al. (2019) also s a ed ha he e is s ill a necessi y
o de elop he heo e ical easoning and o e p ecise e idence o e i ying how cus ome
happiness can be nu u ed and imp o ed. The e o e, his esea ch in ends o explo e he
e ec o cus ome happiness on wo d o mou h (Ven e & Kolbe, 2020). In addi ion, online
e aile s ha e become ecen ly highly conce ned owa ds unde s anding he signi icance o
websi e quali y, p oduc asso men , cus ome e iews, and pe cei ed se ice quali y in
p edic ing wo d o mou h. In ligh o he limi ed esea ch in his a ea, his pape was se
ou o explo e he impac he s a ed ac o s on wo d o mou h and cus ome happiness wi h
e e ence o he e ail indus y in UAE con ex . The indings will be use ul o he decision
make s in e-comme ce business by p o iding hem wi h no el insigh s ega ding he
signi icance o selec ed ac o s in a aining cus ome happiness and de eloping posi i e
P oduc Asso men , Cus ome Happiness and Wo d o Mou h
160
wo d o mou h abou hei b ands, especially in he exis ence o g owing compe i ion and
changing consume s’ needs. An o e iew o he pe inen li e a u e e iew o his s udy
is p o ided in he ollowing sec ion.
2. Li e a u e Re iew and Hypo heses De elopmen
2.1 Websi e Quali y
Elec onic comme ce elies hea ily on he use o websi es o acili a e ade be ween
cus ome s and selle s. Websi es o ce ain online e aile s ecei e mo e isi s han hose o
hei i als due o he supe io quali y o hei design and ea u es (Chen e al., 2017; Luo,
Ba, & Zhang (2012). In addi ion, Tsao e al. (2016) a gued ha websi e quali y is c ucial
o he g ow h o an e-comme ce business because i se es as a b and's unique selling
p oposi ion. In o de o succeed as an online e aile , e e y aspec o i s websi e mus
demons a e p o essionalism. In he documen ed li e a u e, se e al de ini ions o websi e
quali y we e p oposed. Pe cei ed web quali y, as de ined by Al-Debei e al. (2015) is he
o e all e alua e o he ease, speed, eliabili y, and e icacy o a websi e's design and
p ocesses om he pe spec i e o an online shoppe . Websi e quali y was also desc ibed as
he ex en o which cus ome s a e a websi e as excellen o supe io (T an & S u on,
2020). Likewise, Hsiao e al. (2010) concep ualized websi e quali y as he ex en o which
cus ome s belie es ha he ea u es and a ibu es o a websi e ma ch hei needs and
expec a ions. The e o e, unde s anding which componen s o he websi e a use iews o
be mos signi ican should be he ocus o businesses when de eloping hei websi es.
P e ious esea ch e i ied websi e quali y posi i ely a ec s cus ome happiness
(Jongmans e al., 2022) and wo d o mou h (O’cass & Ca lson, 2012; Zeqi i e al., 2023).
Bai e al. (2008) epo ed ha he quali y o a selle ’s websi e is essen ial in he ealm o
online comme ce due o he ac ha consume s' opinions o he quali y o a websi e
di ec ly in luence hei beha io s. Acco ding Hsiao e al. (2010), shoppe s' con idence in
e-comme ce websi es is signi ican ly in luenced by hei imp essions o he websi e
quali y. Indeed, p e ious s udies ha e shown ha consume s' imp essions o he quali y o
he websi e accoun o a some o he a ia ion in happiness (Al-Magh abi e al., 2011;
Sas ika e al., 2023) and wo d o mou h. Bane jee, Shaikh, and Sha ma (2024) also ound
ha websi e expe ience has a posi i e impac on b and happiness in he e ail se ing. Mos
people will hink wice be o e sha ing sensi i e in o ma ion on an un us ed websi e,
including bo h pe sonal and inancial de ails (Kim e al., 2012). Acco dingly, he
subsequen hypo heses a e p ojec ed:
➢ H1: Websi e quali y has a posi i e e ec on cus ome happiness.
➢ H2: Websi e quali y has a posi i e e ec on wo d o mou h.
2.2 P oduc Asso men
The e m p oduc asso men has gained inc eased a en ion in he con empo a y ma ke ing
li e a u e. I was concep ualized by Lomba e al. (2018) wi hin a ce ain me chandise /
g oce y g oup as he di e si y in p oduc s o e ings. The pe cep ions o cus ome s owa ds
Sh iedeh, Hanaysha & Gulse en
161
an asso men can be shaped by he le el o p oduc quali y, b and name, and p ice; which
all enhance he epu a ion and ma ke posi ion o a selle and in luence he pu chase
decision as well sa is ac ion o buye s (Li e al., 2020). The asso men o e ed by a e ail
s o e ha e no ewo hy e ec s on s o e selec ion decisions among consume s, and is
ega ded as one o he mos signi ican ac o s a e p ice a o dabili y and con enience o
loca ion. Ne e heless, asso men s a egies a e i al o cus ome acquisi ion and
nu u ing e en ion a e. Beneke e al. (2013) ou lined ha cus ome s end o selec ce ain
me chandise o e ano he due o he pe cei ed bene i s and alue. Hence, o e ing
adequa e asso men s in a e ail s o e ha e signi ican implica ions on sales and p o i s and
a e impo an o ensu ing long- e m business g ow h. Azha i e al. (2023) indica ed ha
he pe cep ions o cus ome s owa ds a s o e's asso men s posi i ely in luence hei
pu chase happiness. Henkel and Topo owski (2023) also suppo ed ha p o iding shoppe s
wi h wide me chandise op ions s imula e hem o sp ead a posi i e wo d o mou h. Pas
s udies also suppo ed he posi i e e ec o p oduc asso men on wo d o mou h (Da is
& Khazanchi, 2008; E ajaa e al., 2022; He as-D ane, 2015) and cus ome happiness
(Choi e al., 2018; Ve ma & Pan , 2021). Fu he mo e, o e ing a mix o p oduc s wi h
di e se ea u es allows clien s o easily ind he speci ic p oduc s which mee hei
equi emen s, ega dless o how niche a ma ke segmen hey i in (Gajanan e al., 2007).
Acco dingly, buye s end o ha e g ea e willingness o sea ching wha hey a e looking
o , which sa is ies hei in e es o a di e se selec ion and happiness owa ds he e aile .
The e o e, his s udy posi s ha :
➢ H3: P oduc asso men has a posi i e e ec on cus ome happiness.
➢ H4: P oduc asso men has a posi i e e ec on wo d o mou h.
2.3 Cus ome Re iews
An inc easingly la ge numbe o people a ound he wo ld ely on online e iews as a key
sou ce o in o ma ion be o e making online pu chases (DeAnd ea e al., 2018; Filie i,
2016; Zhao, Wang, Guo, & Law, 2015). A numbe o online e aile pos cus ome e iews
on hei websi es by displaying no ma i e assessmen s, like o e all p oduc ankings and
a ings o p oduc ea u es, in o de o assis cus ome s in de e mining he o e all quali y
o a p oduc (Filie i, 2015). Re iews w i en by o he cus ome s a e an in aluable esou ce
o online shoppe s, who can use hem o make mo e in o med pu chases and e en be
pe suaded o swi ch o online channels om mo e con en ional ones. P oduc e iews a e
mo e eliable when hey a e w i en by ac ual consume s who ha e used he i em be o e
(T an & S u on, 2020; Zhu, Li, Wang, He, & Tian, 2020). They ep esen a e lec ion and
a eco d o cus ome s’ opinions, assessmen s, and expe iences. A high numbe o e iews
is an indica ion o a well-liked websi e, which in u n boos s he pe cei ed wo h o he
use expe ience. Meanwhile, imely, comple e e iews wi h app op ia e explana ions
acco ding o speci ic ac s abou he o e ings ha e a g ea e pe suasi e impac as
P oduc Asso men , Cus ome Happiness and Wo d o Mou h
162
cus ome s may quickly loca e useable cues o o m decisions acco ding o he e iew (Luo
& Ye, 2019; Zhu e al., 2020).
P io s udies acknowledged he e ec o cus ome s e iews on cus ome happiness and
wo d o mou h (Ven e & Kolbe, 2020; Quan e al., 2023). Ve ma and Yada (2021) also
ound a posi i e associa ion be ween online e iews and wo d o mou h. Fu he mo e, Luo
e al. (2021) showed ha cus ome s a e likely os e a ou able wo d o mou h when hey
ha e g ea e happiness owa ds he selle , o he simple eason ha people o ecip oca e
wha hey ha e expe ienced. In spi e o he possible conce ns abou hei eliabili y,
cus ome s end o ha e highe us owa ds online e iews han hose ecommenda ions
and p oduc in o ma ion c ea ed by he ma ke e s hemsel es and dissemina ed ia
con en ional ma ke ing communica ion channels. Eslami, Ghasemaghaei, and Hassanein
(2018) s a ed ha abou eigh y- i e pe cen o buye s belie e in cus ome s e iews as hey
do in ecommenda ions om iends and amily. Re iews w i en by happy cus ome s gi e
o he s clea idea abou how well a p oduc unc ions in a ious si ua ions o usage (T an &
S u on, 2020; Yi & Liu, 2020). Howe e , al hough p io esea ches emphasized abou he
signi icance o cus ome e iews in a ec ing cus ome happiness and wo d o mou h, he
empi ical li e a u e abou his link is e y limi ed. Hence, his esea ch sugges s he
ollowing hypo heses:
➢ H5: Cus ome e iews ha e posi i e e ec on cus ome happiness.
➢ H6: Cus ome e iews ha e posi i e e ec on online wo d o mou h.
2.4 Pe cei ed Se ice Quali y
O e he pas ew yea s, se ice quali y has eme ged as he p ima y elemen in he success
o an e-comme ce business. Acco ding o Kau ish and Sha ma (2019), he quali y o an
online e aile ’s se ice is measu ed by how well i simpli ies he shopping expe ience o
cus ome s h oughou he en i e p ocess o using he websi e, om b owsing o making a
pu chase o ecei ing he p oduc . The expe iences ha buye s ge while in e ac ing wi h a
selle , as well as a e sale a e he basis o websi e a ing. When cus ome s' needs a e me
h ough ob aining high-quali y se ice, hey end o de elop a posi i e imp ession abou
he se ice p o ide (Chen e al., 2017; Mamakou, Zaha ias, & Milesi, 2024). Mo eo e ,
buye s may pe cei e he willingness o suppo om he selle based on i s se ice quali y.
Selle s can imp o e hei se ice quali y by lis ening o hei cus ome s' conce ns and
add essing hem, as well as by p oac i ely esponding o hei cus ome s' needs and
sugges ing complemen a y i ems o se ices i needed (Gola a e al., 2021). In addi ion,
Zhou e al. (2009) ound ha when cus ome s ecei e high-quali y o se ices, hei
happiness and willingness o ecommend he b and o o he s inc eases. Acco dingly, online
e aile s should p o ide shoppe s wi h indi idualized se ices, p omp ly add ess hei
conce ns, and p omo e wo-way communica ion among hem (Liang & Chen, 2009). In
gene al, ea lie li e a u e showed ha se ice quali y posi i ely a ec s cus ome happiness
(Gong & Yi, 2018; Theodo akis e al., 2015; Yi & Na a aajan, 2018; Zhong & Moon, 2020)
and wo d o mou h (Pappachan, 2023; S ibbell, & Duangekanong, 2022; Ullah, Ranjha,
Sh iedeh, Hanaysha & Gulse en
163
& Rehan, 2018). Howe e , insu icien esea ch has been done o e i y his link,
pa icula ly in e ail con ex . The e o e, his s udy p oposes he nex hypo heses:
➢ H7: Pe cei ed se ice quali y has a posi i e e ec on cus ome happiness.
➢ H8: Pe cei ed se ice has a posi i e e ec on wo d o mou h.
2.5 Cus ome Happiness
Due o he inc easing ocus on he social impac o ma ke ing e o s, companies a e now
placing g ea e impo ance on cus ome happiness. Cus ome happiness was de ined in he
li e a u e as he ex en o which a clien eels ha his/he well-being and quali y o li e ha e
been imp o ed (Gong & Yi, 2018). Hellén and Sääksjä i (2011) also de ined cus ome
happiness as a s a e o well-being cha ac e ized by an abundance o posi i e emo ions and
a dea h o nega i e ones, and i is equen ly ela ed wi h one's own expe iences o joy,
con en men , and a meaning ul li e. In o he wo ds, cus ome happiness is a e lec ion o
he culmina ion o clien s’ subjec i e assessmen s o hei p esen li e condi ions. Ea lie
esea ch emphasized he heo e ical signi icance o cus ome happiness o a aining long-
e m b and loyal y and maximizing a i m’s p o i s. Mo eo e , p e ious s udies showed
ha cus ome happiness has a posi i e impac on wo d o mou h (Khoo, 2020; Lou ei o e
al., 2018; Niede meie , Alb ech , & Jahn, 2019). Schmi and Van Zu phen (2012) also
s a ed ha happy cus ome s end o e u n o u u e pu chases and sp ead a o able wo d-
o -mou h ecommenda ions o hei pee s, iends, and amily membe s. Hence, he
ollowing hypo hesis is sugges ed:
➢ H9: Cus ome happiness has a posi i e e ec on wo d o mou h.
In acco dance o he abo e li e a u e and unde lining heo ies, he concep ual amewo k
o he p esen esea ch is displayed in Figu e 1.
H1 H2 H4
H3
H9
H5
H7
` H8 H6
Figu e 1: Concep ual Model
Pe cei ed Se ice
Quali y
Cus ome Re iews
Websi e Quali y
P oduc Asso men
Cus ome
Happiness
Wo d o
Mou h
P oduc Asso men , Cus ome Happiness and Wo d o Mou h
164
3. Me hodology
3.1 Sample and Da a Collec ion
The equi ed da a o conduc ing his s udy was ga he ed h ough an online su ey
dis ibu ed o cus ome s o online s o es in UAE. Du ing da a collec ion, we op ed o a
con enience sampling echnique. Acco ding o he li e a u e, i is app op ia e and e ec i e
o use a con enience sample while conduc ing esea ch on consume beha io ega ding
online pu chasing and unning mul i a ia e s a is ical analysis. Mo eo e , his sampling
me hodology was used because i is less cos ly and he da a collec ion could be comple ed
in a easonable ime. I was also used by simila p e ious s udies in he online shopping
con ex (Al es & Luís Reis, 2020; Pa k e al., 2021; Suma liah e al., 2021). In he
beginning, he a ge ed esponden s we e asked o pa icipa e in answe ing he su ey i
hey ha e any expe ience in pu chasing p oduc s/i ems om online s o es in UAE. Social
media ne wo ks, o ins ance Ins ag am and Wha sApp, Twi e , and Facebook in addi ion
o emails we e all employed o dis ibu ing he su ey on a ge ed esponden s. Du ing he
da a collec ion p ocess, we adhe ed o he mos s ingen e hical equi emen s. I was made
clea o he esponden s ha esponses will be used exclusi ely o esea ch, and hei
anonymi y will be main ained h oughou he s udy. O e all, 335 su eys we e collec ed
om he a ge ed esponden s o e he pe iod o Ap il o June 2023. Among hese
esponses, 8 we e excluded because he e we e ound incomple e. Finally, 327 alid
esponses we e used o da a analysis.
The analysis o ob ained da a was pe o med using he pa ial leas squa e s uc u al
equa ion modelling (PLS-SEM). Acco ding o he li e a u e (Hai e al., 2019; Sa s ed e
al., 2022), PLS-SEM is app op ia e o da a analysis when he pu pose is o es a
heo e ical model om he pe spec i e o p edic ion, he sample size is small, and when
he s uc u al model con ains se e al a iables, indica o s and/o heo e ical ela ionships.
Also, as a as issues o dis ibu ion a e a key conce n, o ins ance lack o no mali y, hen
PLS-SEM is deemed app op ia e o da a analysis. Ini ially, he alidi y o measu emen
scales was calcula ed based on con i ma o y ac o analysis ia sma PLS so wa e by
calcula ing PLS Algo i hm while es ima ing he measu emen model. Also, he eliabili y
o measu emen i ems was e i ied ia bo h composi e eliabili y and he C onbach’s alpha.
A e ha , he hypo heses we e es ed using boo s apping echnique and he esul s we e
gene a ed om pa h coe icien able.
3.2 Measu es
All o ou model's cons uc s we e a ed on alida ed scales. Expe eedback was also
ga he ed om wo p o esso s and wo s o e manage s o e he cou se o wo mee ings o
ensu e he ques ionnai e's con en alidi y. Acco ding o hei sugges ions, he
measu emen scales we e modi ied sligh ly as needed o p o ide a good i wi h ou
esea ch se ing. The designed su ey con ained wo sec ions. In he i s pa , we included
gene al ques ions o cap u e he demog aphic p o ile o he esponde s. The o he sec ion
co e ed he measu emen scales o a iables. Fi s , we used se en i ems o measu e websi e
Sh iedeh, Hanaysha & Gulse en
171
selle s which p io i ize he deli e y o e icien se ices o hei clien s can imp o e hei
happiness, and s imula e hem o ecommend he b and in hei social ne wo k.
6. Conclusion and Implica ions
6.1 P ac ical Implica ions
This pape ocused on examining he e ec o websi e quali y, p oduc asso men ,
cus ome e iews, and pe cei ed se ice quali y on cus ome happiness and wo d o mou h.
The esul s ou lined ha websi e quali y has a posi i e e ec on bo h wo d o mou h and
cus ome happiness. F om a manage ial pe spec i e, his pape p o ides no ewo hy
implica ions o bo h he li e a u e and online s o e manage s. While de eloping shopping
websi es, s o e manage s should p io i ize he usabili y o hei si es by paying close
a en ion o page layou , accessibili y, download speed, and he o ganized classi ica ion o
p oduc s. The managemen should also ha e al e na e plans in place in case o sys em
mal unc ion in addi ion o pe o ming ou ine main enance o keep he sys em unning
smoo hly. In addi ion, imp o ing sea ch esul s and p e en ing in o ma ion o e load
equi es o e ing high-quali y con en ha is up- o-da e, clea , ele an , and simple o
g asp. To minimize he cos s ha can be expe ienced by websi e isi o s be o e, du ing,
and a e pu chasing, i is necessa y o unde s and cus ome s’ needs and expec a ion and
ul ill hem. By p o iding a ie y o choices o consume s and enhance shipping
e iciency, as well as allowing o he e u n o de ec i e goods wi h app op ia e
compensa ion in he case o se ice in e up ion, his can boos cus ome happiness and
ul ima ely s imula e posi i e wo d o mou h.
The esul s also showed ha cus ome e iews ha e signi ican posi i e impac on
cus ome happiness and wo d o mou h. The esul s o his esea ch also ha e implica ions
o online s o es in e ms o he alue o cus ome eedback. Cus ome s' happiness owa ds
pu chasing om he selle and willingness o ecommend i o o he s can be posi i ely
a ec ed by he in o ma ion p o ided by online e iews. Consequen ly, i is impe a i e o
online s o es o conside bo h he olume and quali y o cus ome e iews. In addi ion, hey
need o hink abou ways o make online e iews mo e engaging o cus ome s o inc ease
he numbe o e iews wi h high quali y con en . Ne e heless, cus ome e iews a e an
essen ial componen o he en i onmen al aspec s ha make up a e aile 's websi e, because
cus ome s' expec a ions o websi es a e becoming inc easingly di icul o ul ill. Fo
cus ome o online e ail s o es, he inabili y o ouching, smelling o ying a p oduc is
likely o complica e he pu chase decision p ocess. Online e aile s can mi iga e he
a o emen ioned d awbacks by solici ing high quali y e iews om cus ome s. This use -
gene a ed con en e ec s consume s' happiness and imp o e hei willingness o sp ead
posi i e wo d o mou h.
Fu he mo e, he inding showed ha p oduc asso men posi i ely a ec s wo d o mou h
while i s e ec on cus ome happiness is nega i e and insigni ican . The esul sugges s
P oduc Asso men , Cus ome Happiness and Wo d o Mou h
172
ha e aile s should pay close a en ions o hei p oduc o e ings, pa icula ly he selec ion
composi ion. I is impo an ha he e aile 's choice o p oduc s should con o m o he
expec a ions se by he ma ke ing ma e ials and cus ome s’ needs. Tha is, he s o e's
o e ings mus be aligned he desc ip ions gi en o cus ome s. The e o e, "wha he
cus ome s wan o buy" a he han "wha he e aile s wan o sell" should be he ocal
poin in de e mining wha o o e . Finally, he esul s suppo ed he posi i e e ec o
pe cei ed se ice quali y on cus ome s' happiness and wo d o mou h. The e o e, online
s o e manage s need o unde s and ha in oday's ma ke , excellen cus ome se ice is
essen ial o he su i al o hei businesses. Due o he impe sonal na u e o p o iding
se ices online, i is c ucial o manage s o wa an ha hei IT-based communica ion
pla o ms a e eliable. Besides he s anda d online paymen me hods, online s o e websi es
in UAE may conside Cash on Deli e y (CoD) op ion. This is ela i ely impo an o
minimizing he pe cep ions o isk ha is associa ed wi h online shopping.
6.2 Theo e ical Implica ions
This pape p o ides a key con ibu ion o he ma ke ing li e a u e in he ield o consume
beha io . F om a heo e ical s andpoin , his pape has add essed he calls o unde aking
u u e esea ch on he po en ial de e minan s o cus ome happiness and wo d o mou h,
pa icula ly in eme ging ma ke s and A ab na ions. I mainly aimed o make a signi ican
con ibu ion owa ds enhancing and ex ending ou unde s anding ega ding he oles o
pe cei ed websi e quali y, p oduc asso men , cus ome e iews, pe cei ed se ice
quali y, and us along wi h hei e ec s on wo d o mou h owa ds e ail s o es in Middle
Eas egion. This pape also add esses exis ing gaps in he empi ical li e a u e h ough he
examina ion o hei e ec s on cus ome happiness. This is he i s s udy ha in eg a es
hese a iables oge he in one model. By looking as pas li e a u e, i can also be no iced
ha he e a e limi ed s udies conce ning he impac o p oduc asso men on cus ome
happiness and wo d o mou h. Ea lie s udies also paid less a en ion owa ds es ing he
e ec o cus ome e iews on cus ome happiness and wo d o mou h. Consequen ly, his
esea ch aimed o p o ide a no ewo hy con ibu ion o he li e a u e by b inging new
insigh s om UAE’s online e ail con ex .
6.3 Limi a ions and Fu u e Resea ch Sugges ions
The e a e some limi a ions in his esea ch which could be aken in o conside a ion in
u u e esea ches. Whils he e a e many ac o s ha a ec cus ome happiness and wo d
o mou h, he cu en s udy ocuses on only ou (websi e quali y, p oduc asso men ,
cus ome e iews, and pe cei ed se ice quali y). In u u e s udies, i could be use ul o
include addi ional a iables, such as pe cei ed p ice and online ad e ising. Fu u e esea ch
is also sugges ed o e i y i cus ome happiness unc ions as a media o be ween hem.
Second, he esponden s in his esea ch a e comp ised o online shoppe s in UAE,
he e o e, i is ecommended o u u e esea ches o collec da a om o he na ions in
Middle Eas egion o con i m he indings. Thi d, demog aphic cha ac e is ics (e.g. gende
and age) may play i al oles in in luencing buye s’ online shopping beha io ; hus, he
Sh iedeh, Hanaysha & Gulse en
173
cu en esea ch model can be expanded in he u u e and include hem as mode a o s.
Fo h, a quan i a i e esea ch me hod was employed o da a collec ion using a c oss-
sec ional su ey; he e o e, u u e s udies can adop quali a i e echniques (e.g. ocus g oup
o dep h in e iews) o e i y he indings. Fu he mo e, he e was no di e en ia ion made
be ween use s who had placed hei o de s ia mobile apps o ia websi es. In ligh o his,
an in es iga ion ocusing jus on use s o mobile apps o websi e use s may yield indings
ha a e mo e pla o m-speci ic. Las bu no he leas , he da a we e ga he ed using a
con enience sample echnique, which may hinde he gene alizabili y o he esul s. Hence,
p obabili y sampling echniques could be used in u u e s udies o each a mo e
gene alizable indings.
Resea ch Funding
The au ho s ecei ed no esea ch g an o unds o his esea ch s udy.
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