The relationship between online trust, customer engagement and EWOM

Authors

  • Nguyen Ngoc Dan Thanh
    Ho Chi Minh City Open University, Viet Nam
  • Nguyen Thuy Binh
    KBM company, Viet Nam

DOI:

10.46223/HCMCOUJS.econ.en.9.1.180.2019

Keywords:

customer engagement; e-quality; EWOM; online trust

Abstract

This study aims to investigate the influence of e-quality and online trust on customer engagement and e-word of mouth. In particular, this study explored and analyzed a relatively new relationship, the impact of customer engagement on e-word of mouth. The measurement model and conceptual model describing the relationships hypothesized in the study was evaluated, based on responses from 370 online purchasing customers who are students or office workers in Ho Chi Minh City. E-quality has a direct impact on online trust, which impacts online customer engagement of customers and e-word of mouth. Online trust has a direct effect on customer engagement and e-word-of-mouth. In particular, online engagement impacts on e-word of mouth. This study provides not only theoretical and practical meaning, and enables companies to realize the importance of customer engagement and e-word of mouth but also a number of solutions to help businesses build and increase their customer engagement and positive e-word of mouth.

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References

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Received: 14-04-2020
Accepted: 14-04-2020
Published: 05-03-2019

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How to Cite

Thanh, N. N. D., & Binh, N. T. (2019). The relationship between online trust, customer engagement and EWOM. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 9(1), 128–149. https://doi.org/10.46223/HCMCOUJS.econ.en.9.1.180.2019

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Copyright (c) 2019 Nguyen Ngoc Dan Thanh; Nguyen Thuy Binh

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.