MWOM Business Strategies: Factors Affecting Recommendations

Abstract

ABSTRACT The aim of this paper is to understand why shoppers who use smartphones to make their purchases recommend shopping through this channel. To do this, the influence of the main relational marketing variables on the Word of Mouth (WOM) generated by shoppers is analyzed. The model shows the effect of reputation, loyalty and relational quality (satisfaction, trust, and affective commitment) on the WOM published after buying different things using smartphones. The proposed model explains the background of the influence of mWOM on m-shopping using smartphones based on rela-tional variables (Satisfaction, Trust and Affective Commitment), a com-mon external variable of the online environment (online reputation) and loyalty as a habitual precedent of WOM. The main contributions of this study are the recommendations that consumers with experience of mobile shopping make about the use of this channel based on both relational and external variables with gender as a moderating variable.