Satria, Bangsawan and Pandjaitan, Dorothy Rouly H. (2020) E-WOM Participation in Indonesia Online Marketplace. Journal of University of Shanghai for Science and Technology. ISSN 1007-6735

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Abstract

This study aims to investigate determinant factors of electronic word of mouth (E-WOM) participation and its effect on consumer loyalty by implementing a quantitative research method. The data used were 205 Indonesian respondents who had previously used the online marketplace, collected by using the purposive sampling technique and analyzed by using the Partial Least Square (SmartPLS 3.0). The results show that E-WOM participation is just only determined by internal motivation, and then E-WOM indirectly affects consumer loyalty through the personal site and social site identification.

Item Type: Article
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: Dr DOROTHY ROULY PANDJAITAN
Date Deposited: 23 Nov 2020 05:42
Last Modified: 23 Nov 2020 05:42
URI: http://repository.lppm.unila.ac.id/id/eprint/26679

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