COVID-19大流行期间数字网红、网络口碑和信息质量对网上商城顾客再购买意愿的影响:顾客信任的中介作用

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2022-02-11 DOI:10.1080/15332667.2022.2035198

Wanda Wandoko, Ignatius Enda Panggati

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引用次数: 14

摘要

2019冠状病毒病(COVID-19)疫情对印尼经济的下滑带来了影响。然而，在2019冠状病毒病大流行期间，许多零售商将业务转向使用电子市场的在线商店。本研究旨在实证研究印尼电商市场中顾客再购买意愿的影响因素，并探讨信任对再购买意愿的中介影响。本研究采用定量分析方法。本研究的受访者是在印度尼西亚使用电子市场的网上商店的客户。本研究采用SEM-PLS对研究模型和数据进行分析。利用407名受访者的数据对模型进行了实证检验。结果显示，顾客信任、数字网红影响力、社交e-口碑、信息质量正向影响顾客再购买意愿。结果还显示，顾客信任在可变数字网红影响力、信息质量、社交e-口碑与顾客再购买意愿之间的关系中起中介作用。此外，社交e-口碑和信息质量是建立客户再购买意愿的重要预测因素。本研究试图通过提供关于数字影响者对客户决策影响的实证证据来缩小营销文献中的差距。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Influence of Digital Influencer, e-WOM and Information Quality on Customer Repurchase Intention toward Online Shop in e-Marketplace during Pandemic COVID-19: The Mediation Effect of Customer Trust

Abstract Pandemic COVID-19 brought an impact on the decline of the economy in Indonesia. However, in the pandemic COVID-19, a lot of retailers switch their business to online shops that use e-marketplace. The study aims to empirically investigate factors that build customer repurchase intention toward Indonesia's online shop in the e-marketplace and explore the mediating impact of trust on repurchase intention. This study employs quantitative analyses. The respondent from this study is customers of online shop that use e-marketplaces in Indonesia. This study used SEM-PLS to analyze the research model and data. The model was empirically tested using 407 respondents’ data. The result showed that customer trust, digital influencer influence, social e-WOM, information quality positively impacted customer repurchase intention. The result also showed that customer trust mediates the relationship between variable digital influencer influence, information quality, and social e-WOM with customer repurchase intention. Moreover, social e-WOM and information quality are essential predictors in building customer repurchase intention. This study tries to reduce the gap in the marketing literature by providing empirical evidence about the influence of digital influencers on customer decision-making.

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.