Las características del boca-oído electrónico y su influencia en la intención de recompra online

Translated title of the contribution: The influence of EWOM characteristics on online repurchase intention

Jorge Matute Vallejo, Yolanda Polo Redondo, Ana Utrillas Acerete

Research output: Indexed journal article Articlepeer-review

35 Citations (Scopus)

Abstract

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 contributionThe influence of EWOM characteristics on online repurchase intention
Original languageSpanish
Pages (from-to)61-75
Number of pages15
JournalRevista Europea de Direccion y Economia de la Empresa
Volume24
Issue number2
DOIs
Publication statusPublished - 1 May 2015
Externally publishedYes

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