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

作者：

Highlights：

• Mixed methods: Qualitative study with interview and quantitative study with survey.

• Five main determinants of electronic word-of-mouth in the open market context from the qualitative study.

• Four significant antecedents of electronic word-of-mouth from the quantitative study.

• Information sharing desire, open market satisfaction, self-presentation desire, open market reward, and open market loyalty.

摘要

•Mixed methods: Qualitative study with interview and quantitative study with survey.•Five main determinants of electronic word-of-mouth in the open market context from the qualitative study.•Four significant antecedents of electronic word-of-mouth from the quantitative study.•Information sharing desire, open market satisfaction, self-presentation desire, open market reward, and open market loyalty.

论文关键词：Electronic word of mouth,Self-presentation desire,Information-sharing desire,Open-market reward,Mixed methods,Open market

论文评审过程：Available online 12 April 2013.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2013.03.002