The Study Of Mechanism On How The Professionalism Of The Positive Word-Of-Mouth’s Communicators Influences Customer Repeat Purchase Intention

With the development of the Internet and the popularity of E-commerce activities, the opportunity that user can have a try before buy it reduce gradually, user are more likely to learn from the experience of others. For example, we all called buyers’evaluation and recommend about a product as word of mouth.Word of mouth is attached great importance and widely used.today. Its Influence on customer behavior is increasingly prominent, at the same time, research on word of mouth among professional communicators also received a great deal of attention. It is mainly because the higher professional of communicators, the more reliable of the word of mouth, whitch can significantly enhance the influence of word of mouth.Previous studies about word of mouth were mainly focus on its influence on customer purchasing decisions, buying behavior or purchase intention rather than customer repeat purchase intention.This paper mainly explored the impact that positive word of mouth among professional communicators made on customer repeat purchase intention,which based on the intermediary role of customer satisfaction and brand attitudes.The results show that positive word of mouth among professional communicators has a significant positive impact on customer repeat purchase intention, customer satisfaction and brand attitudes. The intermediary role of customer satisfaction is significant.However, the intermediary role of brand attitudes does not exist.At last, the article concludes with some relevant recommendations based on research findings.