Trust and e-WOM in the digital age 5.0: A bidirectional analysis in an emerging economy
DOI:
https://doi.org/10.24197/xzb2qy14Keywords:
consumer trust; e-commerce; e-WOM; consumer behaviour; emerging economy.Abstract
Since the 1990s, consumer trust and e-WOM have become key elements in e-commerce. This study examines their bidirectional relationship in online grocery shopping in Mexico. Using a quantitative approach, cross-sectional design, and a non-probabilistic sample of 200 participants, a significant positive correlation was confirmed (r = .517, p < .01). e-WOM increases consumer trust, which in turn promotes e-WOM behavior. The results support the Trust Theory in digital environments and highlight the importance of community reputation. Future research should explore other sectors and cultural contexts to deepen the understanding of digital consumer behavior.
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