网络正面口碑与品牌信任和重复购买意愿的关系研究

Correlation between positive eWOM and brand trust and repurchase intention

对网络消费者网络口碑的研究有助于加强对网络口碑管理及理解消费者的网络消费行为。以网络正面口碑对网络消费者重购行为的影响为研究对象,通过对在当当网上有过重购经历的消费者的调查,探究了网络正面口碑的相关性和数量与品牌信任及重复购买意愿的关系。研究结果表明,网络正面口碑的相关性和数量与品牌信任显著正相关,品牌信任对网络正面口碑和重复购买意愿起到中介作用。

Research on consumers’ electronic word of mouth（ e WOM） helps to strengthen the e WOM management and understanding of consumers’ online behavior. Taking the positive e WOM effect on repurchase behavior as the research object,this paper explores the correlation between the relevance and quantity of positive e WOM and brand trust and purchase intention. The study investigated the consumers with repurchase behavior on Dangdang ecommerce. The results show that there is significant positive correlation between the relevance and quantity of positive e WOM and brand trust,which in turn plays an intermediary role on positive e WOM and repurchase intention.