Research Data

This study investigates the effect of product display for E-commerce websites on shopping behaviours of the millennials through electronic word of mouth and perceived value. The conceptual research framework was empirically tested and data were collected through questionnaire survey of 253 millennials of fashion clothing brands in Pakistan. The tool that is used for the data analysis is Smart PLS which depicts the validating effect of the study. The results of the empirical investigation find that there is a positive relationship between products display and online shopping behaviour. The study has empirically proven that the electronic word of mouth moderates the relationship between product display and online shopping behaviour. It also shows the mediating effect of perceived value on product display and online shopping intentions of customer. Additionally, managerial implications and future research directions are also provided.