Gratitude as Mediating Factor Generating Word of Mouth (WOM) in E-Commerce

Vilija Gudonienė, Sigita Kiršė


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.


E-commerce; Relationship marketing; Gratitude; Reciprocity; Feedback “from mouth to mouth�; Swift GuanXi

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ISSN 1392-1142 (Print)

ISSN 2335-8750 (Online)