This study examines the effect of web design on the generation of electronic word of mouth (E-WOM) through the satisfaction of e-commerce consumers in the retail sector. To this end, three main objectives were proposed: (1) Evaluate the effect of web design on the perception of security, perceived enjoyment, perceived usefulness and perceived risk of the e-commerce consumer in the retail sector; (2) Evaluate the effect of customer service, perception of security, perceived enjoyment and perceived usefulness on consumer satisfaction in e-commerce in the retail sector; and (3) Explain the positive effect of customer satisfaction and the negative effect of perceived risk on the generation of E-WOM. A study was carried out using a quantitative approach with a non-experimental and cross-sectional design. Through non-probabilistic convenience sampling, a total of 422 questionnaires from consumers in the retail sector were collected. A partial approach was used to analyze the data. Least Squares PLS-SEM by using SmartPLS. The results show the significant positive effect of web design on the perceptions of security, customer service, and customer satisfaction. And a negative effect on risk perception. Furthermore, this study revealed the mediating effects of risk perception, security perception, and quality of customer service in the retail sector. This study has theoretical, practical, social, and customer management implications, so it will be useful in academic, social, and business areas. The results show the positive and significant effect of web design on the perception of security, enjoyment, and usefulness of online shopping. The negative and significant effect of web design on risk perception was also demonstrated; furthermore, this study revealed the positive and significant effect of perceived usefulness, enjoyment, security, and electronic service on customer satisfaction in online shopping. Finally, the negative and significant effect of risk perception on the generation of electronic word of mouth and the positive and significant effect of satisfaction on the generation of electronic word of mouth were demonstrated.

Several studies in the past have reviewed numerous factors that become the consideration of the customers in performing transactions through online sites. In this study, the researcher investigates whether consumer review, web design and online advertisement variables are important for customers in performing transaction through e-commerce. The results of the study contribute for the providers of the online shopping sites in defining the future strategies. At the same time, the results of the study are also expected to provide contributions for the future studies that focus on the e-commerce from the perspective of consumer review, web design and online advertisement. Furthermore, in analyzing the respondents’ characteristics the researcher runs the SPSS Software and for analyzing the data the researcher runs the PLS 3.0. Then, the survey technique in the form of questionnaire distribution implemented toward the respondents who used to perform transactions through online shopping sites. The research finds that consumer review, web design and online advertisement influence on online purchase intention.

With the increasing importance and the role that websites play in all aspects of life, more and more web development projects are being undertaken by companies. One of the key decisions in which both short-term and long-term success of the project depends is choosing the right development platform. Its criticality can be judged by the fact that once a platform is chosen, one has to live with it throughout the software development life cycle. The entire shape of the project depends on the language, operating system, tools, frameworks etc., in short the web development platform chosen. In addition, choosing the right platform is a multi criteria decision making (MCDM) problem. We propose a fuzzy analytical hierarchy process model to solve the MCDM problem. We try to tap the real-life modeling potential of fuzzy logic and conjugate it with the commonly used powerful AHP modeling method.