The Influence of Reputation on Consumer Purchasing Behavior

Abstract

This study created a new model to explore the impact of social network word of mouth on the credibility of the website platform factors. This model contains three assumptions, including website trust, consumer repurchase, and timely response from website customer service. This structure has been discussed a lot in e-commerce literature. This hypothesis is explored through empirical research testing. The data of this study is a questionnaire survey of consumers on a platform of a case company. The data is collected from 100 consumers in 2014.The results show that the word-of-mouth information and online immediacy have a relevant influence and help on consumers' re-purchase behavior. At the same time, the results show that there is a good interaction between online word-of-mouth and online immediacy. The results of this study provide useful insights into how to enhance consumers' perception of online word-of-mouth messages and online immediacy in order to enhance the behavioral impact on consumers' repurchase intentions.