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

Abstract

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