The Influence of E-WOM Characteristics on Online Repurchase Intention: The Mediating Role of Trust and Perceived Usefulness

With the expansion of Internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. This study explores the characteristics of consumers´ reviews (electronic word-of-mouth quantity, credibility and quality) as antecedents of customers’ online repurchase intentions. Specially, it proposes a model where trust on an online seller and perceived usefulness of a website mediate the influence of EWOM characteristics on repurchase intentions. To test this model, structural equation modeling is employed on a sample of 252 online customers. Results show that only EWOM quality has a positive direct effect on consumers’ repurchase intention while quantity has a negative influence. Perceived usefulness mediates the influence of all EWOM characteristics on online repurchase intention. EWOM credibility and quality also indirectly influence repurchase intentions through trust on the online vendor.