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How to Cite
The nexus between eWOM and repurchase intention: A serial mediation -moderator model
Thanuja Villalan
Affiliated to Bharathidasan University
Mohan Subramaniyan
Affiliated to Bharathidasan University
Rajesh Elangovan
Affiliated to Bharathidasan University
Satyanarayana Parayitam
University of Massachusetts Dartmouth
DOI: https://doi.org/10.59429/esp.v9i8.2822
Keywords: eWOM, online purchase intention, brand image, online buying behavior, customer satisfaction, repurchase intention, social media involvement
Abstract
This study investigates the effect of electronic word of mouth (eWOM) on online purchase intention, brand image, online buying behavior, customer satisfaction, and repurchase intention. We developed and tested a conceptual model using data collected from 521 respondents in a developing country. After verifying the survey instrument's psychometric properties by using the Smart PLS package of structural equation modelling (SEM), a hierarchical regression analysis was conducted to test hypothesized relationships. The results indicate that (a) eWOM has a positive significant effect on online purchase intention and brand image, (b) online purchase intention and brand image are positively associated with online buying behavior, and (c) online buying behavior is positively associated with customer satisfaction, which, in turn, is related to repurchase intention. The findings also suggest that social media involvement increases the strength of the positive effect of eWOM and brand image.
Author Biography
Satyanarayana Parayitam, University of Massachusetts Dartmouth
Satyanarayana Parayitam is a Professor of Strategic Management in Charlton College of Business, University of Massachusetts Dartmouth. His research focuses on cognitive, affective conflict and interpersonal trust in strategic decision-making processes.References
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