Research On The Influence Of EWOM On Consumers’ Repurchase Intention

The emergence and prosperity of computers and mobile devices have changed the way residents lifestyle and shopping.Consumers can buy their favorite goods with the help of the network platform without going out and sitting at home.More and more consumers are also willing to share their shopping experience anytime and anywhere on the network platform,which enriches the ways to spread information among users,and then presents a large amount of electronic word-of-mouth(EWOM)information.However,online consumers cannot directly touch the goods when they shop online,so online consumers attach great importance to online reputation and business integrity.In order to drive more users to buy goods and repeat purchases,businesses are also expanding the presentation form of online reputation as much as possible,such as guiding consumers to comment in bright and vivid forms such as pictures and videos,so as to improve the impression of online buyers on relevant goods.On the one hand,the costs paid by online merchants to attract a new customer is higher than the time and energy spent to retain a regular customer.On the other hand,the profits brought by consumers’ repeated purchase are also higher than those brought by new customers.Consumers’ repeated purchase brings more profits to online merchants.Therefore,in the context of such a diversified and massive electronic word-of-mouth environment,this paper studies which dimensions of electronic word-of-mouth will enhance consumers’ repurchase intention and make repeated purchase behavior,analyzes whether these dimensions indirectly affect and change consumers’ brand attitude,so as to enhance consumers’ repurchase purpose.Therefore,we have sorted out a large amount of previous scholars’ research on electronic word-of-mouth and consumers’ repurchase intention.Based on the reference group theory and information dissemination process theory,we analyse the impact of electronic word-of-mouth on clients’ repurchase intention from four dimensions: electronic word-of-mouth quality,electronic word-of-mouth quantity,electronic word-of-mouth value and electronic word-of-mouth visual clues.And consumers’ attitudes and tendencies towards online brands are regarded as intermediary factors.The attitudes,tendencies and views of consumer groups on brands are further divided into cognitive brand attitudes and emotional brand attitudes.After testing,it is confirmed that brand attitudes play a mediating role in the impact of electronic word-of-mouth on online consumer groups’ repurchase intention.Based on the classic S-O-R theoretical model(stimulation organism response model),the research model was constructed with the influence of electronic word-of-mouth on consumers’ repurchase intention.After combing and summarizing the literature,this paper puts forward the hypotheses one by one.Referring to the widely recognized scale in this field,make appropriate modifications and distribute the final questionnaire,dispose the sample data obtained by the questionnaire with SPSS software,and come to the research conclusions: first,the quality,quantity,value and visual clues of electronic word-of-mouth influence online consumer groups’ will to repurchase;Secondly,the quality,quantity,value and visual clues of electronic word-of-mouth have a positive impact on the two components of consumer brand attitude(cognitive component and emotional component);Third,the quality,quantity,value and visual clues of electronic word-of-mouth not only directly affect consumers’ repurchase intention,but also affect consumers’ repurchase intention through the mediation of brand attitude.The following marketing suggestions are given:(1)Pay attention to electronic word-of-mouth;(2)Enhance brand image;(3)Strengthen reputation management.