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

So Hyun Lee, Seung Eui Noh, Hee Woong Kim

Research output: Contribution to journalArticlepeer-review

35 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)687-696
Number of pages10
JournalInternational Journal of Information Management
Issue number4
Publication statusPublished - 2013

Bibliographical note

Funding Information:
This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government ( NRF-2012-2012S1A3A2033291 ).

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Information Systems
  • Computer Networks and Communications
  • Information Systems and Management
  • Marketing
  • Library and Information Sciences
  • Artificial Intelligence


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