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

Author

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  • Ho Trong Nghia

    (University of Economics Ho Chi Minh City, Vietnam)

  • Bui Thi Thanh

    (University of Economics Ho Chi Minh City, Vietnam)

  • Diep Quoc Bao

    (University of Economics Ho Chi Minh City, Vietnam)

Abstract

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

Suggested Citation

  • Ho Trong Nghia & Bui Thi Thanh & Diep Quoc Bao, 2017. "The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 7(2), pages 111-124.
    • Handle: RePEc:bjw:econen:v:7:y:2017:i:2:p:111-124
    DOI: 10.46223/HCMCOUJS.econ.en.7.2.191.2017
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