Trust and e-WOM in the digital age 5.0: A bidirectional analysis in an emerging economy

Abstract

This study examines the bidirectional relationship between consumer trust and e-WOM in online grocery shopping in north-eastern Mexico. Using a quantitative and cross-sectional approach, 200 consumers were surveyed and 121 cases with recent online grocery shopping experience were analysed. The findings reveal a positive and significant correlation between both variables (r = .517, p < .01). Furthermore, e-WOM showed a positive effect on consumer trust, while trust also increased e-WOM behaviour. The results extend Trust Theory in digital environments and highlight the role of digital social validation within emerging economies.