The Determinants of eWoM in Social Commerce
نویسندگان
چکیده
The influence of eWoM use for s-commerce in the context Arab region remains unexplored. To bridge this gap, study develops a model post adoption. This link three antecedents-factors (trust towards other people, trust internet/Instagram, and perceived risks) to through mediation enjoyment, value, customer satisfaction. is validated with large sample 843 Instagram users using LISREL tool. Research findings revealed that propensity trust, internet, risk, value affect indirect effect enjoyment satisfaction, while has no direct on eWoM. Customer satisfaction was predominant predictor use. relevant contributions implications both research practice.
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ژورنال
عنوان ژورنال: Journal of Global Information Management
سال: 2021
ISSN: ['1533-7995', '1062-7375']
DOI: https://doi.org/10.4018/jgim.2021050104