The Effect of Site Characteristics and Relationship Quality Toward Word of Mouth

Abstract

This research objective is to analyze the effect of site characteristics and relationship quality toward word of mouth in online retailing. The research can provide insights regarding the effects site characteristics (i.e. shopping convenience informativeness and security) have on customer satisfaction. Besides that, this research also puts importance on how customer satisfaction leads to e-trust and how these two factors leads to words of mouth in online retailing. This study took 300 respondents who in Sleman region of Yogyakarta. The samples taken are limited between the ages of 17 – 40 years old. The samples are taken from two adult groups of individuals: the non-student population (households, professionals, employees, etc.) and the student population. The data were analyzed using AMOS Ver. 5. Hypotheses were accepted if the probability level is less than 5% (p < 0.05). The result of the hypothesis testing is showing that the shopping convenience and informativeness of online retailing have positive effect on customer satisfaction. Customer satisfaction of online retailing have no significant effect on e-trust, but it have positive and significant effect on word of mouth in online retailing. E-trust have no positive effect on word of mouth in online retailing. The result of the analysis shows that the security of online retailing have no significant effect on customer satisfaction.