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The conceptual relation of electronic word-of-mouth, commitment and trust in influencing continuous usage of social commerce


Noori, Atyaf Sami and Hashim, Kamarul Faizal and Mohd Yusof, Shafiz Affendi (2016) The conceptual relation of electronic word-of-mouth, commitment and trust in influencing continuous usage of social commerce. International Review of Management and Marketing, 6 (S7). pp. 226-230. ISSN 2146-4405

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Abstract

The advancement of social media has attracted businesses and firms to adopt and create a new type of commerce known now as social commerce (s-commerce). Within s-commerce, consumer’s loyalty and returning to use have reduced mainly because it is a highly competitive environment, which is simply presented by products that are proposed and announced rapidly to the market. Electronic word-of-mouth (e-WOM), in s-commerce, plays a magic power because it enables consumers to make a collaborative decision. At the same time, it allows businesses to reach up their consumers and their related network in almost no cost and short time.Little is known about the effect of e-WOM on consumers’ continuous use behavior.Hence, it is worth to propose a conceptual model to explain the relationship between e-WOM and continuous use behavior. Furthermore, this study explains the mediating role of trust and commitment on therelationship between e-WOM and continuous use behavior by adopting commitment-trust theory.Additionally, this study examines flow experience determinants as predictors for promoting e-WOM among s-commerce consumers.

Item Type: Article
Uncontrolled Keywords: Social Commerce, Electronic Word of Mouth, Consumer’s Continuous Use, Commitment, Trust
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
P Language and Literature > P Philology. Linguistics
Divisions: School of Computing
Depositing User: Dr. Kamarul Faizal Hashim
Date Deposited: 14 Dec 2016 01:40
Last Modified: 14 Dec 2016 01:40
URI: http://repo.uum.edu.my/id/eprint/20318

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