Word-of-Mouth Promotion: How to Attract Consistent Consumers as a Promoter for the B2C Model

The primary goal of this research article is to discover the consumers' behaviour while spending time on the e-commerce platform and to use the consumers who have positive Word-of-Mouth on the products to motivate them as promoters through positive Word of Mouth behaviour. The behavioural factors considered in this study are Relationship value, Trust value, Satisfaction level and Word of Mouth. The trial model includes the consumers who use an e-commerce platform for their online shopping in India. A proper questionnaire with four components was created and used to collect the sample data. Totally 300 responses have been received and analysed with the help of structured equation model and SPSS and AMOS software. The findings suggest that the “Word of Mouth” technique can be used as a tool to increase the number of consumers in an online platform, particularly e-commerce. We investigated how Relationship Value and Trust Value can be used as key factors to motivate consumers' positive WoM behaviour. This research would be more beneficial to the B2C model. The research has done only for Indian e-commerce portals for survey. There is a scope to do research for the global level e-commerce market. Future study focuses on dynamic attributes for relationship values. This research work will help the researchers who is working on B2C model and consumer behavioural models. This model would be used for any online transactions-based services. As best of the knowledge of the authors’ this study is the novel idea to understand the consumers’ behaviour for purchasing items through the positive WoM. This work can be adopted for any e-commerce platform.