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

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 researc...

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Bibliographic Details
Published in2022 IEEE 23rd International Conference on Information Reuse and Integration for Data Science (IRI) pp. 101 - 105
Main Authors Demirci, Serhan, Binamak, Ahmad Muzakki, Dwi Pradana, Muhammad Rafli, Hidayatulloh, Achmad Akbar, Peng, Te-Yu, Tang, Au Due
Format Conference Proceeding
LanguageEnglish
Published IEEE 01.08.2022
Subjects
COVID-19
Customer satisfaction
Data science
electronic word of mouth
Oral communication
Pandemics
Rough surfaces
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Summary: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.
DOI:10.1109/IRI54793.2022.00033