To Read or Not to Read : Modeling Online Newspaper Reading Satisfaction and It’s Impact on Revisit Intention and Word-Of-Mouth

Abstract

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 organizations.