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Keywords = high sacrifice commitment

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18 pages, 686 KB  
Article
Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence
by Bogdan Anastasiei and Nicoleta Dospinescu
Sustainability 2019, 11(3), 814; https://doi.org/10.3390/su11030814 - 4 Feb 2019
Cited by 47 | Viewed by 9941
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 [...] Read more.
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. Full article
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