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A mixed methods approach to electronic word-of-mouth in the open-market context

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  • Lee, So-Hyun
  • Noh, Seung-Eui
  • Kim, Hee-Woong

Abstract

Electronic word-of-mouth (eWOM) has been identified as a key factor affecting online sales. However, the factors leading to eWOM in the open-market context are not fully understood. Since many Internet vendors have adopted the open-market business model, it is essential to understand the factors for eWOM leading to the success of open-market business. This study investigates factors affecting eWOM in the open-market context based on a sequential combination of qualitative and quantitative research methods. The exploratory findings in the qualitative study form the basis for the quantitative study survey research. The findings from this mixed methods study indicate the significance of three new factors (information-sharing desire, self-presentation desire, and open-market reward) and two established factors (open-market satisfaction and open-market loyalty) affecting eWOM directly and indirectly. This study makes a useful contribution to the broader literature on eWOM. These findings also inform open-market providers as to how to promote and manage eWOM for online business success.

Suggested Citation

  • Lee, So-Hyun & Noh, Seung-Eui & Kim, Hee-Woong, 2013. "A mixed methods approach to electronic word-of-mouth in the open-market context," International Journal of Information Management, Elsevier, vol. 33(4), pages 687-696.
    • Handle: RePEc:eee:ininma:v:33:y:2013:i:4:p:687-696
    DOI: 10.1016/j.ijinfomgt.2013.03.002
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    References listed on IDEAS

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    1. Luo, Chuan & Wu, Jing & Shi, Yani & Xu, Yun, 2014. "The effects of individualism–collectivism cultural orientation on eWOM information," International Journal of Information Management, Elsevier, vol. 34(4), pages 446-456.
    2. Jang, Yoon-Jung & Kim, Hee-Woong & Jung, Yoonhyuk, 2016. "A mixed methods approach to the posting of benevolent comments online," International Journal of Information Management, Elsevier, vol. 36(3), pages 414-424.
    3. Moro, Sérgio & Ramos, Pedro & Esmerado, Joaquim & Jalali, Seyed Mohammad Jafar, 2019. "Can we trace back hotel online reviews’ characteristics using gamification features?," International Journal of Information Management, Elsevier, vol. 44(C), pages 88-95.
    4. Kim, Jin-Young & Hlee, Sunyoung & Joun, Youhee, 2016. "Green practices of the hotel industry: Analysis through the windows of smart tourism system," International Journal of Information Management, Elsevier, vol. 36(6), pages 1340-1349.

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