Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

Bogdan Anastasiei and Nicoleta Dospinescu
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Bogdan Anastasiei: Department of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, “Alexandru Ioan Cuza” University, Iași 700506, Romania
Nicoleta Dospinescu: Department of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, “Alexandru Ioan Cuza” University, Iași 700506, Romania

Sustainability, 2019, vol. 11, issue 3, 1-18

Abstract: The goal of this research was to build a model that evaluates the influence of affective commitment, high-sacrifice commitment, and satisfaction on the customers’ word-of-mouth concerning an online retailer. Two word-of-mouth dimensions were considered: volume and valence. A survey was administered to 282 respondents and structural equation modeling techniques were used to process the data and test the hypotheses. Our findings show that satisfaction and high-sacrifice commitment have an important impact on both word-of-mouth volume and valence, while affective commitment only influences word-of-mouth valence. This paper offers detailed explanations of these results in light of other theories and studies in the field.

Keywords: electronic commerce; electronic word-of-mouth; word-of-mouth antecedents; customer satisfaction; affective commitment; high sacrifice commitment; sustainable behavior; online retailer; electronic word-of-mouth metrics; Facebook (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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