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The Determinants of eWoM in Social Commerce: The Role of Perceived Value, Perceived Enjoyment, Trust, Risks, and Satisfaction

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
Copyright: © 2021 |Volume: 29 |Issue: 3 |Pages: 28
ISSN: 1062-7375|EISSN: 1533-7995|EISBN13: 9781799859024|DOI: 10.4018/JGIM.2021050104
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MLA

Rouibah, Kamel , et al. "The Determinants of eWoM in Social Commerce: The Role of Perceived Value, Perceived Enjoyment, Trust, Risks, and Satisfaction." JGIM vol.29, no.3 2021: pp.75-102. http://doi.org/10.4018/JGIM.2021050104

APA

Rouibah, K., Al-Qirim, N., Hwang, Y., & Pouri, S. G. (2021). The Determinants of eWoM in Social Commerce: The Role of Perceived Value, Perceived Enjoyment, Trust, Risks, and Satisfaction. Journal of Global Information Management (JGIM), 29(3), 75-102. http://doi.org/10.4018/JGIM.2021050104

Chicago

Rouibah, Kamel , et al. "The Determinants of eWoM in Social Commerce: The Role of Perceived Value, Perceived Enjoyment, Trust, Risks, and Satisfaction," Journal of Global Information Management (JGIM) 29, no.3: 75-102. http://doi.org/10.4018/JGIM.2021050104

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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.