Investigating Factors Affecting Electronic Word-Of-Mouth In The Open Market Context: A Mixed Methods Approach

Electronic Word-of-Mouth (eWOM) has been identified as one of key factors affecting online sales. There has been, however, lack of understanding about the factors leading to eWOM in the open market context. As many Internet vendors have adopted the open market business, it is essential to understand the factors leading to eWOM for the success of open market business. This study investigates factors affecting eWOM in the open market context based on a sequential combination of qualitative and quantitative research methods. The exploratory findings in the qualitative study become the basis for the quantitative study, survey research. The findings from the mixed methods explain the significance of three new factors (information sharing desire, self-presentation desire, and open market reward) and two other factors (open market satisfaction and open market loyalty) affecting eWOM directly and indirectly. This study contributes to research by adding to the broader literature on eWOM. The findings also can inform open market providers on how to promote and manage eWOM for their online business success.