The relationship between online trust, customer engagement and EWOM

• Main Authors: Nguyen Ngoc Dan Thanh, Nguyen Thuy Binh
• Format: Article
• Language: English
• Published: HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2019-03-01
• Series: Ho Chi Minh City Open University Journal of Science - Economics and Business Administration
• Subjects: customer engagement; e-quality; ewom; online trust
• Online Access: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/180

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.