Repurchase intention in a physical store: Moderated mediating role of electronic word-of-mouth
學年 111
學期 1
出版（發表）日期 2022-11-04
作品名稱 Repurchase intention in a physical store: Moderated mediating role of electronic word-of-mouth
作品名稱（其他語言）
著者 Liao, Shu-hsien; Fang, Yi-wen
單位
出版者
著錄名稱、卷期、頁數 International Journal of Retail & Distribution Management 51(2),　205-219
摘要 Purpose In physical stores, consumer repurchase is the primary goal of retail operators. This includes many aspects of consumers' perceived value of a store, including images of goods, services, brands, atmosphere etc. Thus, repurchase intention in a physical store is a critical research issue to the retailer. Design/methodology/approach This study took Taiwan Chunghwa Telecom's 3C electronic channel stores as the research object to investigate Taiwanese consumers' repurchase intentions for communication service and 3C products in this chain's physical stores. This study aimed to investigate the mediating role of perceived value (PV) between consumers' channel brand image (CBI) and store image (SI) on repurchase intention (RI). It further examined how the moderated mediating role of electronic word-of-mouth (EWOM) strengthens the influence of consumers' channel brand and store image on repurchase intention through perceived value. Findings The research results found that perceived value played a fully mediating role and electronic word-of-mouth is the moderating role on the proposed theoretical model by investigating two moderated mediation models. Originality/value This study considered that CBI represents commodity value and SI is the overall satisfaction obtained from consumer services. Thus, both channel brand and SI are active decision variables for consumers to purchase and repurchase in a physical store. For the moderated mediating role of EWOM, this study found that the indirect effect of both CBI and SI on RI through PV is stronger at low degree of EWOM than at high degrees of EWOM.
關鍵字 Channel brand image;Store image;Perceived value;Repurchase intention;Electronic word-of-mouth;Moderated mediation model
語言 en_US
ISSN 0959-0552
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 否
國別 USA
公開徵稿
出版型式 ,電子版