An Investigation into the Effect of Online Customer Satisfaction on Purchase Intention and Word-of-Mouth Advertisement

Abstract

The purpose of this study is to investigate the effect of online customer satisfaction on purchase intention and word-of-mouth advertisement. This applied research was carried out in a descriptive-survey method from field studies. The statistical population of the research is the customers of Webpoosh Website and the size of the population is unknown. The level of analysis in this research is the customers of Webpoosh Website and questionnaires will be sent to the customers online due to the outbreak of the COVID-19 in the country and the lack of access to the accurate statistical population. The minimum sample size is 385 people due to the unknown size of the population. We will distribute and complete the questionnaire based on available non-probability sampling. Considering the novelty of the research variables, the information collection tool, its validity and reliability have been tested. Hypothesis testing and data analysis were conducted using multivariate regression method and SPSS and PLS software. The research methodology is structural model and path analysis determines the outcome. The result of the path analysis shows that customer satisfaction has a direct effect on the repurchase intention and word-of-mouth advertisement among the customers of the Webpoosh Online Store, and this effect is positive and significant.