Does nationality affect eWOM? Factors affecting customer satisfaction and eWOM in Indonesian Online Clothing Brands

被引：0
|
作者：
Demirci, Serhan [1 ]
Binamak, Ahmad Muzakki [1 ]
Pradana, Muhammad Rafli Dwi [1 ]
Hidayatulloh, Achmad Akbar [1 ]
Peng, Te-Yu [2 ]
Tang, Au Due [2 ,3 ]
机构：
[1] Chaoyang Univ Technol, Dept Mkt Logist & Management, Taichung, Taiwan
[2] Eastern Broadcasting Co Ltd, Taichung, Taiwan
[3] Chaoyang Univ Technol, Taichung, Taiwan
来源：
2022 IEEE 23RD INTERNATIONAL CONFERENCE ON INFORMATION REUSE AND INTEGRATION FOR DATA SCIENCE (IRI 2022) | 2022年
关键词：
Customer satisfaction; electronic word of mouth; OF-MOUTH COMMUNICATION; CONSUMER ETHNOCENTRISM; MODEL; ATTITUDES; INTENTION; IMPACT;
D O I：
10.1109/IRI54793.2022.00033
中图分类号：
TP18 [人工智能理论];
学科分类号：
081104 ; 0812 ; 0835 ; 1405 ;
摘要：
During COVID-19 pandemic online shopping gained importance. One aspect of online shopping is customers recommending products to each other. Also named electronic word of mouth (EWOM), this type of marketing is effective in online marketing. Based on a survey of 206 Indonesian customers, this research examined which factors affect customer satisfaction and EWOM. The results show that price value, brand awareness, and country ethnocentricity were significantly affecting customer satisfaction. On the other hand, customer satisfaction had significant effect on EWOM.
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页码：101 / 105
页数：5
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