The impact of online shopping convenience on customer satisfaction, encourage e-WOM and behavioral intention

Customer satisfaction, behavioral intention to buy, and WOM advertisements are some of the most important predictive factors of customers' loyalty and their behavior in buying. From this point, numerous researchers try to develop models for predicting these three factors. This research is done with the purpose of investigating the effect of online shopping convenience on customer satisfaction, electronic oral advertisements, and behavioral intention to buy. In this regard, in the format of a practical study with the design of descriptive-correlative studies, 380 individuals were chosen among the people who had at least one experience of online shopping using the available sampling method and responded to the research questionnaire. This research, having 3 main hypotheses and 7 subsidiary hypotheses, explains that all the hypotheses have been confirmed after the investigation of the questionnaire which contains 41 questions. In the second hypothesis, customer satisfaction mediates the impact of online shopping convenience on behavioral intention and in the third hypothesis, it mediates the impact of online shopping convenience on the electronic word-of-mouth ads. In the other hypotheses, the variables have a positive effect on each other and all of these results demonstrate the importance of online shopping convenience.

Keywords:

Online convenience , Online shopping Satisfaction , E-WOM , Behavioral intention