Perceived Enjoyment’s Mediation Role: Navigating Satisfaction and Word-of-Mouth in Electric Two-Wheeler Post-Purchase Behavior

Aishwarya Mohanty; Lingam Naveen; Sagarika Mohanty; Abhijit Mohanty

doi:10.2991/978-94-6239-660-9_2

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Perceived Enjoyment’s Mediation Role: Navigating Satisfaction and Word-of-Mouth in Electric Two-Wheeler Post-Purchase Behavior

Authors

Aishwarya Mohanty¹^{, *}, Lingam Naveen², Sagarika Mohanty³, Abhijit Mohanty⁴

¹Research Scholar, KIIT School of Management, KIIT University, Bhubaneswar, India

²Assistant Professor, Department of Marketing, Biju Patnaik Institute of Information Technology and Management Studies, Bhubaneswar, India

³Post Graduate Teacher, Guru Nanak Public School, Rourkela, India

⁴Guest Faculty (Assistant Professor), Department of Business Administration, Utkal University, Vani Vihar, Bhubaneswar, India

^*Corresponding author. Email: aishwaryamohanty.777@gmail.com

Corresponding Author

Aishwarya Mohanty

Available Online 29 April 2026.

DOI: 10.2991/978-94-6239-660-9_2 How to use a DOI?
Keywords: Customer Satisfaction; Electric Two-Wheeler; Perceived Enjoyment; Post-Purchase Behavior; Word-of-Mouth
Abstract: Introduction: The adoption of electric two-wheelers has surged in response to global sustainability goals and advancements in green technology. This research explores the interplay between consumer satisfaction, perceived enjoyment, and WoM behavior in the electric two-wheeler market.

Purpose: This research examines how perceived enjoyment moderates the connection between satisfaction and continuous use intention in the context of electric two-wheelers. The research highlights post-purchase satisfaction and consumer advocacy dynamics by leveraging a comprehensive framework. Further, the study will also evaluate the combined effects of satisfaction, attitude, and perceived enjoyment on shaping continuance intention toward e-vehicles and e-WOM eventually.

Methodology: A quantitative research approach was adopted, utilizing quantitative surveys. Data were collected from a sample of 341 electric two-wheeler users across urban regions. Analytical techniques such as SEM was used to assess the relationships between variables.

Results and Discussion: The analysis demonstrates that perceived enjoyment significantly moderates the satisfaction-continuance intention relationship. High satisfaction levels correlate strongly with increased advocacy when influenced by enjoyment, suggesting that emotional engagement enhances consumer loyalty. The study also proves that attitude mediates the relationship between satisfaction and continuance intention.

Conclusions: Perceived enjoyment is critical in shaping post-purchase behavior in the electric two-wheeler market. By understanding the satisfaction-attitude-WoM nexus, companies can develop strategies that enhance user experiences and brand advocacy.
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the International Conference on Management Research (ICMR 2025)
Series: Advances in Economics, Business and Management Research
Publication Date: 29 April 2026
ISBN: 978-94-6239-660-9
ISSN: 2352-5428
DOI: 10.2991/978-94-6239-660-9_2 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Aishwarya Mohanty
AU  - Lingam Naveen
AU  - Sagarika Mohanty
AU  - Abhijit Mohanty
PY  - 2026
DA  - 2026/04/29
TI  - Perceived Enjoyment’s Mediation Role: Navigating Satisfaction and Word-of-Mouth in Electric Two-Wheeler Post-Purchase Behavior
BT  - Proceedings of the International Conference on Management Research (ICMR 2025)
PB  - Atlantis Press
SP  - 4
EP  - 25
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-660-9_2
DO  - 10.2991/978-94-6239-660-9_2
ID  - Mohanty2026
ER  -

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