Exploring the Antecedents of ``Deep'' eWOM Providing Behaviour in Mobile Shopping: A Multi-Country Study

Sunil Sahadev, Sean Chung, Mustafeed Zaman, Indria Handoko, Tan Vo-Thanh (), Nguyen Phong Nguyen and Rajeev Kumra
Additional contact information
Sunil Sahadev: University of Sheffield [Sheffield]
Sean Chung: University of Salford
Mustafeed Zaman: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Indria Handoko: UI - University of Indonesia
Tan Vo-Thanh: CERIIM - Centre de Recherche en Intelligence et Innovation Managériales - Excelia Group | La Rochelle Business School, Excelia Group | La Rochelle Business School, CEREGE [Poitiers] - Centre de recherche en gestion - UP - Université de Poitiers = University of Poitiers
Nguyen Phong Nguyen: UEH - University of Economics Ho Chi Minh City
Rajeev Kumra: IIM Lucknow - Indian Institute of Management Lucknow

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Abstract: Purpose The study aims to look at deep eWOM providing behaviour in m-commerce and attempts to explore its antecedents. Personalisation is proposed as an indirect antecedent of deep eWOM providing behaviour mediated by hedonic and utilitarian value perceptions and personal identification. Design/methodology/approach Based on social-exchange theory, the conceptual model links the study antecedents to deep eWOM providing behaviour. The conceptual model was validated through a multi-country study. A large sample of m-commerce users in the UK ( n ~=~505), India ( n ~=~422) and Vietnam ( n ~=~618) were contacted to collect the data. Data were analysed through structural equations modelling procedure with invariance analysis conducted to ensure that the results from the three samples could be compared. The authors also conducted post-hoc analysis to explore the mediation paths between variables. Findings The study finds support to the conceptual model across the samples from the three countries. Personalisation is found to increase value perceptions − both utilitarian and hedonic − and personal identification which leads to ``deep'' eWOM providing behaviour across all the three countries. The serial mediation also provides comparable results across the three countries. Originality/value The study contributes to the understanding of deep eWOM providing behaviour − a construct with high practical relevance which has however not been explored sufficiently in current literature. The study also contributes to the literature that analyses the consequences of personalisation in m-commerce.

Keywords: Cross-national study; E-commerce; Mobile communication; E-tailing; E-marketing; M(obile)-banking/M-commerce (search for similar items in EconPapers)
Date: 2025
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Published in Information Technology and People, 2025, 38 (1), pp.399-418. ⟨10.1108/ITP-06-2022-0439⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04906907

DOI: 10.1108/ITP-06-2022-0439

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