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The Positive Electronic Word of Mouth: A Research Based on the Relational Mediator Meta-Analytic Framework in Electronic Marketplace

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Data Engineering for Smart Systems

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 238))

Abstract

The electronic marketplace (e-marketplace), which gradually is becoming a popular concept in online business, is one of important distribution channels for businesses. However, businesses need to choose a good e-marketplace to place their sales booth to generate revenue. This study explored the positive electronic word of mouth (Positive e-WOM) about the e-marketplace brand and its influencing factors based on the relational mediator meta-analytic framework (RMMAF). Qualitative research was performed through in-depth interviews with seven experts related to the e-commerce industry, and quantitative research was done with the participation of 694 respondents through a self-administrated questionnaire. The research results confirmed the RMMAF result, with three relationship antecedents, including habituation, e-marketplace reputation, and social media communication. The two mediators that makeup Positive e-WOM were customer trust and commitment. Some managerial implications were proposed for the e-marketplace businesses to create the positive electronic word of mouth.

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Author information

Authors and Affiliations

  1. Industrial University of Ho Chi Minh City, Ho Chi Minh City, Vietnam

    Bui Thanh Khoa

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  1. Bui Thanh Khoa
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Correspondence to Bui Thanh Khoa .

Editor information

Editors and Affiliations

  1. School of Electrical and Data Engineering, University of Technology Sydney, Sydney, NSW, Australia

    Priyadarsi Nanda

  2. Manipal University Jaipur, Jaipur, Rajasthan, India

    Vivek Kumar Verma

  3. Manipal University Jaipur, Jaipur, Rajasthan, India

    Sumit Srivastava

  4. Manipal University Jaipur, Jaipur, Rajasthan, India

    Rohit Kumar Gupta

  5. Department of Computer Science and Engineering, Malviya National Institute of Technology, Jaipur, Rajasthan, India

    Arka Prokash Mazumdar

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Khoa, B.T. (2022). The Positive Electronic Word of Mouth: A Research Based on the Relational Mediator Meta-Analytic Framework in Electronic Marketplace. In: Nanda, P., Verma, V.K., Srivastava, S., Gupta, R.K., Mazumdar, A.P. (eds) Data Engineering for Smart Systems. Lecture Notes in Networks and Systems, vol 238. Springer, Singapore. https://doi.org/10.1007/978-981-16-2641-8_14

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