TY - JOUR
T1 - The determinants of ewom in social commerce
T2 - The role of perceived value, perceived enjoyment, trust, risks, and satisfaction
AU - Rouibah, Kamel
AU - Al-Qirim, Nabeel
AU - Hwang, Yujong
AU - Pouri, Sara Ghasem
N1 - Funding Information:
This research was funded by Kuwait University, Research Grant IQ 02/16. The author acknowledges the Research Administration Project for its support.
Publisher Copyright:
© 2021 IGI Global. All rights reserved.
PY - 2021/5/1
Y1 - 2021/5/1
N2 - 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.
AB - 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.
KW - Perceived Enjoyment
KW - Perceived Risk
KW - Propensity To trust
KW - Social Commerce
KW - Trust of Internet
KW - eWoM
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U2 - 10.4018/JGIM.2021050104
DO - 10.4018/JGIM.2021050104
M3 - Article
AN - SCOPUS:85105050005
SN - 1062-7375
VL - 29
SP - 75
EP - 102
JO - Journal of Global Information Management
JF - Journal of Global Information Management
IS - 3
ER -