Effects of e-marketplaces brand trust on repurchasing intention and WOM: are they reinforced by consumers' online shopping experience?
by Pedro Victor de Santi; Julio Carneiro-da-Cunha; Robson Coelho Guerreiro
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 19, No. 1/2, 2023

Abstract: Brand retailing websites with higher brand trust influence consumers' repurchasing intention and word-of-mouth (WOM). However, we did not know if this assumption is valid in e-marketplaces. In addition, such relation could be moderated by the consumers' previous experience in internet transactions. Considering this, we aimed to identify if the previous experience with internet transactions has a moderating effect between trust and loyalty factors among e-marketplaces consumers. We conducted a survey with 197 Brazilian e-marketplace consumers. Our results confirmed that brand trust was an antecedent of repurchasing and word-of-mouth intentions in e-marketplaces. Such word-of-mouth is also associated with the repurchasing intention. However, we identified that consumers' previous online shopping experience did not have moderating effect in e-marketplaces. Managers of e-marketplaces should not segment their marketing strategies considering more/less-experienced consumers. Managers could improve WOM and repurchasing sales providing after-sales actions oriented to brand reinforcement to achieve higher consumers' loyalty.

Online publication date: Wed, 09-Aug-2023

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