The determinants of ewom in social commerce: The role of perceived value, perceived enjoyment, trust, risks, and satisfaction

Kamel Rouibah, Nabeel Al-Qirim, Yujong Hwang, Sara Ghasem Pouri

Research output: Contribution to journalArticlepeer-review

38 Citations (Scopus)

Abstract

The influence of eWoM use for s-commerce in the context of Arab region remains unexplored. To bridge this gap, this study develops a model for eWoM use for s-commerce post adoption. This model link three antecedents-factors (trust towards other people, trust of internet/Instagram, and perceived risks) to eWoM use for s-commerce through the mediation of perceived enjoyment, perceived value, and customer satisfaction. The model is validated with a large sample of 843 Instagram users using LISREL tool. Research findings revealed that propensity to trust, trust of internet, perceived risk, and perceived value affect use of eWoM through the indirect effect of perceived enjoyment and satisfaction, while perceived value has no direct effect on eWoM. Customer satisfaction was a predominant predictor of eWoM use. The model has relevant contributions and implications for both research and practice.

Original languageEnglish
Pages (from-to)75-102
Number of pages28
JournalJournal of Global Information Management
Volume29
Issue number3
DOIs
Publication statusPublished - May 1 2021

Keywords

  • Perceived Enjoyment
  • Perceived Risk
  • Propensity To trust
  • Social Commerce
  • Trust of Internet
  • eWoM

ASJC Scopus subject areas

  • Business and International Management
  • Computer Science Applications
  • Strategy and Management
  • Management Science and Operations Research
  • Information Systems and Management

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