A mixed methods approach to electronic word-of-mouth in the open-market context

•Mixed methods: Qualitative study with interview and quantitative study with survey.•Five main determinants of electronic word-of-mouth in the open market context from the qualitative study.•Four significant antecedents of electronic word-of-mouth from the quantitative study.•Information sharing desire, open market satisfaction, self-presentation desire, open market reward, and open market loyalty. Electronic word-of-mouth (eWOM) has been identified as a key factor affecting online sales. However, the factors leading to eWOM in the open-market context are not fully understood. Since many Internet vendors have adopted the open-market business model, it is essential to understand the factors for eWOM leading to the success of open-market business. This study investigates factors affecting eWOM in the open-market context based on a sequential combination of qualitative and quantitative research methods. The exploratory findings in the qualitative study form the basis for the quantitative study survey research. The findings from this mixed methods study indicate the significance of three new factors (information-sharing desire, self-presentation desire, and open-market reward) and two established factors (open-market satisfaction and open-market loyalty) affecting eWOM directly and indirectly. This study makes a useful contribution to the broader literature on eWOM. These findings also inform open-market providers as to how to promote and manage eWOM for online business success.