Factors influencing the intentions of customer with regard to the use of E-WOM behavior to promote the use of E-commerce websites

Information sharing between businesses and consumers on online platforms has attracted a lot of interest especially with regard to electronic word-of-mouth (e-WOM) communication. This study analyzes factors that influence the intentions of customer with regard to the use of electronic word-of-mouth behavior on platforms and e-commerce websites. In this paper we analyze results statistically to confirm a causal relationship between factors using partial least squares structural equation modeling (PLS-SEM). The results show that the developed model can be used to explain the causal relationship of the factors that affect the intention of customer with regard to the use e-WOM behavior to promote the use of e-commerce websites on the part of community enterprises. The perceived security risk and web interactivity plays an important role in creating customer trust in the use of the e-commerce websites of community enterprises. Trust (TRS) and Web Interactivity (WEB) influence the intention of customer with regard to the use of e-WOM behavior to promote the usage of the e-commerce websites of community enterprises.