Customer participation, positive electronic word-of-mouth intention and repurchase intention: The mediation effect of online brand community trust

Abstract

ABSTRACT This study investigates the relationship between customer participation, positive electronic word-of-mouth intention (peWOMi), online brand community (OBC) trust, and repurchase intention, especially the mediating effect of OBC trust and peWOMi in the relationship between customer participation and repurchase intention. Data were collected from a sample survey of 502 customers, which were analysed through Partial Least Squares – Structural Equation Modelling (PLS-SEM) and PLS-Predict. In PLS-SEM, data were evaluated for hypothesis testing. After hypothesis result was obtained, the PLS-SEM model was assessed for its predictive validity through PLS-Predict. The results show that customer participation positively affects online brand community trust and repurchase intention. In contrast, the direct relationship between customer participation and peWOMi is insignificant. In addition, OBC trust and peWOMi also mediate the relationship between customer participation and repurchase intention. This study shows the importance of customer participation and OBC trust and suggests practical insights for marketing professionals on interacting with and managing their online brand community.