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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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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