To Read or Not to Read: Modeling Online Newspaper Reading Satisfaction and Its Impact on Revisit Intention and Word-Of-Mouth
Authors: Rabaya Toma Tapushe , Mahmud Imran , Emran Hossain Mohamed , Jahan Nusrat , Ramayah T. , Jayapal Pravina 
Published: October 2018

Aim/Purpose: In this research, we examined the influence of the information system (IS) quality dimensions proposed by Wixom and Todd on reading satisfaction of online newspaper readers in Bangladesh, especially the readers’ intention to revisit and recommendations through electronic word-of-mouth (eWOM).

Background: We identified the top 50 most visited websites, of which 13 were online newspapers, although their ranking among Bangladesh online newspapers varies from month to month. The literature illustrates that, despite the wide availability of online news portals and the fluctuations in frequency of visits, little is known about the factors that affect the satisfaction, word-of-mouth, and frequency of visits of readers. An understanding of reader satisfaction will help to gain richer insights into the phenomenon of readers’ intention to revisit and recommendation by eWOM. Stakeholders of online newspapers can then focus on those factors to increase visits to their websites, which will help them attract online advertisements from different organisations.

Methodology: Data were collected using a structured questionnaire, from 217 people who responded to the survey. We used SmartPLS 3 to analyze the data collected, as it is based on second-generation analysis, which in turn is based on structural equation modeling (SEM).

Contribution: This research explores the impacts of technological dimensions on readers’ satisfaction, as most of the previous research has focused on cultural or social dimensions.

Findings: The results supported all of the hypothesized relationships between technological dimensions and reader satisfaction with online newspapers, except for one. The first, information, was predicted with accuracy and completeness, while the second object-based belief, system quality, was predicted by its accessibility, flexibility, reliability, and timeliness. Overall, quality factors influencing readers’ satisfaction were shown to lead to word-of-mouth revisit intentions. Our proposed model was empirically tested and has contributed to a nascent body of knowledge about readers’ revisit intentions and eWOM recommendations regarding online newspapers. It was also shown that strong satisfaction leads to higher revisit intention and eWOM.

Recommendations for Practitioners: To keep the users satisfied, online newspapers need to focus on improving information quality (IQ) and system quality (SQ). If they do this well, they will be rewarded with higher revisit intention and recommendations by eWOM.

Recommendation for Researchers: This study extends Oh’s customer loyalty model by integrating the Wixom-Todd model. This study reinforces an alternative rationale of the construct satisfaction.

Future Research: We ignored negative stimulus like technostress, which can have an impact on satisfaction. In future, we will test the relationship between technostress and its impact on online newspaper reading.