The Impact of Website Quality on Online Purchase Intention: The Mediating Effect of e-WOM, Jordan Context

Purpose: The objective of the study is to investigate how the quality of a website impacts the intent to purchase, as assessed by factors such as usability, quality of information, service interaction quality, eWOM, trust, and satisfaction. Theoretical framework: This research has provided empirical evidence of the factors that influence the online shopping behavior of consumers. Design/methodology/approach: The research was conducted using a quantitative approach, with SPSS statistical methods applied. An online survey was administered to 303 customers in Amman, the capital of Jordan. Findings: The results suggest that website quality, customer trust, and satisfaction significantly and positively impact eWOM, thereby increasing the intent to purchase among consumers in Jordan's e-commerce sector. Research, Practical & Social implications: This research offers valuable managerial principles to assist e-commerce businesses in improving their performance. It also provides valuable insights into the evaluation of eWOM and purchases intent in Jordan, serving as a foundation for future research in this area in Jordan and other countries. Originality/value: this study provides a foundation for future research to investigate the complex and multifaceted nature of online customer behaviour in the e-commerce context