Effect of Word-of-Mouth Communication and Consumers’ Purchase Decisions for Remanufactured Products: An Exploratory Study

Xiaolie Qi and Swee Kuik
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Xiaolie Qi: School of New Media and International Communication, South China Business College Guangdong University of Foreign Studies, Guangzhou 510545, China
Swee Kuik: College of Business, School of Business and Law, Central Queensland University, Brisbane 4000, Australia

Sustainability, 2022, vol. 14, issue 10, 1-13

Abstract: In this study, we explored the interactive relationship between social media online word-of-mouth and offline word-of-mouth and its impact on consumers’ decision process for purchasing remanufactured products in China. This study adopted an exploratory approach, and we conducted semi-structured in-depth interviews with 30 Chinese consumers in Guangdong, China. As per our findings, it was determined that social media online word-of-mouth, offline word-of-mouth, and information source credibility are the main factors that affect Chinese consumers in the decision process for purchasing remanufactured products. In addition, offline word-of-mouth was noted to play a moderating role in the influence of social media online word-of-mouth in terms of purchase decisions. Information source credibility influences consumers’ purchase decisions and also plays a mediating role in the influence of offline word-of-mouth on the purchase decision. The result of our study provides managerial insights for Chinese remanufactured product enterprises to improve consumer awareness, influence purchase decisions, and cultivate habits toward remanufactured products.

Keywords: social media online word-of-mouth; offline word-of-mouth; purchase decisions; information source credibility; remanufactured products (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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