Investigating the effect of online word-of-mouth (WOM) advertising on trust in the website with the mediating role of the online service environment (case study: online buyers from the DigiKala site)

Ali Ghahramani Alman Ghadim¹ Dr Ahad Shahbazian²

1) Master s student in Business Administration, Islamic Azad University Ahar Branch, Iran,
2) Assistant Professor, Department of Management and Accounting, Islamic Azad University Ahar branch, Iran,

IOI Code : XKGD-AZAKFH
Publication : The first international conference on new researches in management, law, humanities and entrepreneurship(icmlhe.ir/1st)
Abstract :
    The general purpose of this research is to determine the effect of online word-of-mouth (WOM) advertising on website trust with the mediating role of online service environment. This research is applied in terms of purpose and descriptive and causal in nature and method. The statistical population of this research includes the buyers of the DigiKala site in Tabriz, and 385 people were selected using Cochran s formula to determine the volume due to the unlimited population. The data collection tool in this research includes 3 questionnaires, the online service environment of Tran and Stroughton (2019) including three components and 21 items, the electronic word-of-mouth advertising questionnaire by Bambuer and Mengeld (2011) including 6 items, the trust questionnaire on the Tran website and Stroughton (2019) included 8 items that confirmed the validity and reliability of the tool. The collected data were analyzed at two levels (descriptive statistics and inferential statistics). Research hypotheses were tested using SPSS22 and smart pls3 software. The obtained results indicate that word-of-mouth advertising has an effect on trust in the website and online service environment, and online word-of-mouth (WOM) advertising has an effect on trust in the website with the mediating role of the online service environment of DigiKala customers.

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