With the expansion of internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. The purpose of this paper is to explore 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 and perceived usefulness of a website mediate the influence of electronic word-of-mouth (EWOM) characteristics on repurchase intentions.
Structural equation modeling was employed on a sample of 252 online customers. An online questionnaire was aimed at internet users who had previously made an online purchase and read online reviews received from the vendor’s website.
Results show that only EWOM quality has a positive direct effect on consumers’ repurchase intention while quantity has a negative influence. Perceived usefulness mediates the influence of all EWOM characteristics on online repurchase intention. EWOM credibility and quality also indirectly influence repurchase intentions through trust on the online vendor.
This paper outlines ways to improve managerial implications by developing mobile applications or websites where the reviews have an appropriate volume and quality of information. Moreover, it suggests general advice to present online reviews in a useful manner to users who visit these websites.
This study is one of the first to propose an integrative model that studies in depth the three main EWOM characteristics and customer responses for understanding their repurchase behavior.
The authors express their gratitude for the financial support received from the Spanish Government CICYT (ECO2014-54760) from the Regional Government and FEDER’s funding (Generés S09).
Matute, J., Polo-Redondo, Y. and Utrillas, A. (2016), "The influence of EWOM characteristics on online repurchase intention", Online Information Review, Vol. 40 No. 7, pp. 1090-1110. https://doi.org/10.1108/OIR-11-2015-0373Download as .RIS
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