The influence of EWOM characteristics on online repurchase intention (Mediating roles of trust and perceived usefulness)
M. Reza Guntara
University of Lampung
Abstract
The E-WOM dimension consisting of Quantity, Credibility, and Quality is important for E-Commerce company in order to measure the level of trust and perceived usefulness with the expectation that customers will repurchase. This study aims to determine how E-WOM which have the dimensions of Quantity, Credibility, and Quality influence the repurchase intention which mediated by Trust and Perceived usefulness. The Samples are 320 respondents taken with simple random sampling method. This research analysis technique uses Structural Equation Modeling (SEM) with the Lisrel assistance program. The results of this study indicate that: 1) e-wom Quantity has a positive and significant effect on repurchase interest, 2) e-wom Credibility is positive and significant on repurchase, 3) e-wom Quality is positive and significant on repurchase purchases, 4) e-wom Quantity mediated by Trust that is positive and significant for repurchase purchases, 5) e-wom Credibility mediated by Trust that is positive and insignificant to repurchase, 6) e-wom Quality mediated by Trust has a positive impact and not significant effect on repurchase interests. 7) e-wom Quantity mediated by Perceived usefulness positive and significant for repurchase, 8) e-wom Credibility mediated by Perceived usefulness has an Positive effect and significant use of repurchase purchase, and 9) e-wom quality mediated by Perceived usefulness has an positive effect and significant impact on repurchase interests.
Keywords: e-commerce, e-wom, repurchase intention
Topic: Marketing