Isolde Lubbe
Abstract
Electronic word of mouth (eWOM) is the digital heartbeat of online shopping, influencing consumer decisions based on shared experiences. This investigation evaluated the effect of eWOM on eReputation in the realm of mobile application-based shopping. It incorporated key marketing frameworks: relationship marketing, Social Exchange Theory (SET), and co-creation theory. The collected data highlighted the interplay between eWOM constructs and eReputation, and the moderating effect of review helpfulness on the relationship between valence and eReputation.
A total of 594 usable responses were analysed by using exploratory factor analysis and multiple regression analysis to predict the relationships between the eWOM independent variables and eReputation as the dependent variable. Valence had the strongest effect on eReputation, followed by content quality, degree of influence, and the moderating effect of review helpfulness on the relationship between valence and eReputation. The findings indicated a positive relationship between all of the tested hypotheses, and would equip mobile commerce stakeholders with valuable insights into the role of eWOM and eReputation, thus aiding an understanding of consumer behaviour.