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Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

Author

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  • Bogdan Anastasiei

    (Department of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, “Alexandru Ioan Cuza” University, Iași 700506, Romania)

  • Nicoleta Dospinescu

    (Department of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, “Alexandru Ioan Cuza” University, Iași 700506, Romania)

Abstract

The goal of this research was to build a model that evaluates the influence of affective commitment, high-sacrifice commitment, and satisfaction on the customers’ word-of-mouth concerning an online retailer. Two word-of-mouth dimensions were considered: volume and valence. A survey was administered to 282 respondents and structural equation modeling techniques were used to process the data and test the hypotheses. Our findings show that satisfaction and high-sacrifice commitment have an important impact on both word-of-mouth volume and valence, while affective commitment only influences word-of-mouth valence. This paper offers detailed explanations of these results in light of other theories and studies in the field.

Suggested Citation

  • Bogdan Anastasiei & Nicoleta Dospinescu, 2019. "Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence," Sustainability, MDPI, vol. 11(3), pages 1-18, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:814-:d:203479
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    References listed on IDEAS

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