Dėkingumas kaip moderuojantis faktorius, elektroninės prekybos sąlygomis skatinantis pranešimus „iš lūpų į lūpas“
Gratitude as Mediating Factor Generating Word of Mouth (WOM) in E-Commerce
Author(s): Vilija Gudonienė, Sigita KiršėSubject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Vytauto Didžiojo Universitetas
Keywords: E-commerce; Relationship marketing; Gratitude; Reciprocity; Feedback “from mouth to mouth”; Swift GuanXi;
Summary/Abstract: The article analyses how the processes of gratitude and reciprocity formation interact in electronic retailing. The results of the research show how Swift Guanxi elements that create gratitude and reciprocity, when integrated into the electronic retailing, promote positive feedback; whereas ordinary interactivity measures promoting positive feedback act only through moderating factors of gratitude and reciprocity.
Journal: Organizacijų vadyba: sisteminiai tyrimai
- Issue Year: 2016
- Issue No: 76
- Page Range: 43-59
- Page Count: 17
- Language: Lithuanian