With the increasing expansion of Internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. This study explores the characteristics of consumers' reviews (electronic word-of-mouth quantity, credibility and quality) as antecedents of customers' online repurchase intentions. Specially, it proposes a model where trust on an online seller, consumers' actitude and perceived usefulness of a website have an influence on repurchase intentions. For testing the hypotheses, an online survey was employed, using a convenience sample with 252 customers. Structural equation modeling with Partial Least Squares (PLS) was used to test the research model. Results show that all EWOM characteristics have a positive influence on perceived usefulness of the website. Moreover, only EWOM quality has a positive and direct effect on trust on online seller, and EWOM quantity has a negative one. This work highlights the importance of attitude towards online seller and the perceived usefulness of the website as antecedents of online repurchase intention.
|Translated title of the contribution||The influence of EWOM characteristics on online repurchase intention|
|Number of pages||15|
|Journal||Revista Europea de Direccion y Economia de la Empresa|
|Publication status||Published - 1 May 2015|