The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth

Ho Trong Nghia (), Bui Thi Thanh and Diep Quoc Bao
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Ho Trong Nghia: University of Economics Ho Chi Minh City, Vietnam
Bui Thi Thanh: University of Economics Ho Chi Minh City, Vietnam
Diep Quoc Bao: University of Economics Ho Chi Minh City, Vietnam

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2017, vol. 7, issue 2, 111-124

Abstract: Underlying by Cognitive Dissonance Theory, this study aims to examine the moderating effect of word of mouth (WOM) on the relationship between consumers’ satisfaction and trust. The research also emphasizes on figuring out the differences in moderating effects of WOM between online and conventional shopping context. In addition, the impact of trust on repurchase intention is also investigated. Applying Structural Equation Modeling, data collected from 296 online consumers and 169 conventional shoppers have been analyzed to figure out the associations among these concepts in both shopping context. The results indicate that word of mouth significantly plays a moderating role in the relationship between satisfaction and trust. In addition, it is obviously evidenced that the moderating effect of WOM varies due to different shopping contexts and the interactions of satisfaction, trust and repurchase intention are also different. The findings provide a better understanding regarding consumer behavior in different shopping environments. Consequently, practical implications for marketers and theoretical implications for scholars are discussed.

Keywords: Repurchase intention; Satisfaction; Trust; Word of mouth. (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:7:y:2017:i:2:p:111-124

DOI: 10.46223/HCMCOUJS.econ.en.7.2.191.2017

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