Abstract
This study aims to examine how electronic word of mouth (e-WOM) with corporate social responsibility (CSR) messages enhance customer trust, online purchase intention and e-loyalty in the B2C e-commerce industry. A direct online survey was conducted on 579 online shopping customers in Vietnam. Data analysis used the EFA, CFA and smart PLS. The validity and reliability of the measurements were confirmed before testing the hypotheses. The results revealed that e-WOM and CSR messages have positive and direct impacts on customer trust, which positively affects online purchase intention and e-loyalty. In addition, CSR messages moderate the relationship between e-WOM and customer trust.
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