Repurchase intention in a physical store: moderated mediating role of electronic word-of-mouth

Abstract

PurposeIn 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/approachThis 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.FindingsThe 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/valueThis 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.

Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand

“…Like high perceived value, brand credibility influences consumer perceptions of brand qualities. Another important finding from earlier research is that brand credibility increases positive word-of-mouth and decreases consumers' propensity to switch brands (Liao et al, 2023). Brand stereotypes may strengthen the relationship between a brand and its customers to boost trust and commitment, leading to value creation and positive brand attitudes (Loureiro, 2017).…”

“…This study utilises the SCM paradigm, a well-established social perception framework, to examine its relevance in predicting customer attitudes towards luxury brands. These stereotypes contribute to value creation, fostering positive brand attitudes (Liao et al. , 2023).…”

Offline-to-online and online-to-offline (a reciprocal O2O model): re-patronage in an omni-channel

“…2.5 Customer satisfaction, store image and re-patronize intention Liao et al (2023) proposed a theoretical model to study consumer preference in Taiwan retail and found that communicating a consistent store environment increased store satisfaction and re-patronize intention. A harmonious store environment facilitates comprehension; information processing and pleasurable judgments that can be enhanced.…”

The online flow and its influence on awe experience: an AI-enabled e-tail service exploration

“…, 2016). Liao et al. (2022) have discussed the importance of various factors such as perceived risk, technology and service in influencing eWOM and purchase.…”

“…Marketing and retail literature has recognized eWOM as a vital engagement tool that can affect consumer behavioral aspects (Patel et al, 2023;Wu et al, 2016). Liao et al (2022) have discussed the importance of various factors such as perceived risk, technology and service in influencing eWOM and purchase. In a study on Indian consumers, Singh (2019) posits that online customer experience (OCE) was important in predicting grocery shopping behavior.…”