The Determinants of eWoM in Social Commerce

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

OAI: oai:igi-global.com:277184 • DOI: 10.4018/JGIM.2021050104

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.

Global Information Technology Computer Science and Information Technology IT Research and Theory