Gratitude as Mediating Factor Generating Word of Mouth (WOM) in E-Commerce
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.
Full Text:PDF (Lithuanian)
ISSN 1392-1142 (Print)
ISSN 2335-8750 (Online)