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This study explores the roles of Electronic Satisfaction (e-Sat) and Electronic Word-of-Mouth (eWOM) in shaping e-Commerce Platform Loyalty in Vietnam. It investigates how key factors such as Electronic Service Quality (e-SQ), Perceived Value (PV), Perceived Ease of Use (PEOU), and Hedonic Motivation (HM) contribute to e-Commerce Platform Loyalty, emphasizing the mediating (med) role of e-Sat and the moderating effect of eWOM. Using survey data collected from online users in Vietnam and analyzed via SmartPLS, the research examines both direct and indirect relationships among the variables, including the mediating (med) and moderating (mod) effects. The findings aim to guide e-commerce platforms in enhancing customer satisfaction, fostering positive eWOM, and improving loyalty. Future directions include leveraging AI-driven technologies, incorporating sustainable practices, conducting longitudinal studies, examining the role of e-trust in loyalty dynamics, and comparing cross-cultural insights to deepen understanding and maintain competitiveness in the evolving Vietnamese market.

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Exploring the Intervening Roles of E-Satisfaction and EWOM on E-Commerce Platform Loyalty

  • 会议论文

  • 发表日期：

    2026年

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  • Tran Nam Trung,
  • Alireza Mohammadi,
  • S. B. Goyal,
  • Naghmeh Sabermajidi

摘要

This study explores the roles of Electronic Satisfaction (e-Sat) and Electronic Word-of-Mouth (eWOM) in shaping e-Commerce Platform Loyalty in Vietnam. It investigates how key factors such as Electronic Service Quality (e-SQ), Perceived Value (PV), Perceived Ease of Use (PEOU), and Hedonic Motivation (HM) contribute to e-Commerce Platform Loyalty, emphasizing the mediating (med) role of e-Sat and the moderating effect of eWOM. Using survey data collected from online users in Vietnam and analyzed via SmartPLS, the research examines both direct and indirect relationships among the variables, including the mediating (med) and moderating (mod) effects. The findings aim to guide e-commerce platforms in enhancing customer satisfaction, fostering positive eWOM, and improving loyalty. Future directions include leveraging AI-driven technologies, incorporating sustainable practices, conducting longitudinal studies, examining the role of e-trust in loyalty dynamics, and comparing cross-cultural insights to deepen understanding and maintain competitiveness in the evolving Vietnamese market.