The role of customer delight in foreign e-commerce platforms evidence from Indonesia
This research aims to investigate factors influencing e-WOM intention and revisit intention of foreign e-commerce platforms in Indonesia. This research contributes to the literature on e-commerce marketing by highlighting the role of customer delight, a less explored concept, and its effects on e-WOM and revisit intention. Purposive and snowball sampling techniques yielded 302 respondents. This research used Structural Equation Modelling (SEM) via SPSS AMOS software to analyze the data and generate findings. The results suggest that promotion has a positive effect on customer delight, innovativeness has a positive effect on customer delight, customer delight has a positive effect on e-WOM intention, customer delight has a positive effect on revisit intention, customer delight fully mediates the relationship between promotion and e-WOM intention, customer delight fully mediates the relationship between promotion and revisit intention, customer delight fully mediates the relationship between innovativeness and e-WOM intention, and customer delight fully mediates the relationship between innovativeness and revisit intention.
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