Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective

As electronic word‐of‐mouth (eWOM) has become an influential information resource for digital consumers who purchase products, understanding how the 2 ways of eWOM influence consumers' online repurchase intention (ORPI) becomes very pivotal. Despite its importance, there is no study in the literature that examined receiving and participating aspects of eWOM in an integrated perspective. The purpose of this study is to understand how 2 controversial eWOM aspects influence ORPI of consumers. Moreover, this study examines the mediating roles of e‐trust and e‐loyalty in the association between 2 sides of eWOM aspects and ORPI. The results indicated that 2 eWOM receiving factors, eWOM quality and eWOM quantity, have positive influences on e‐trust and ORPI. However, as an eWOM participating factor, the eWOM content has no significant influence on ORPI whereas another participating factor, the eWOM intensity, has the greatest impact on ORPI. Furthermore, the findings illustrate that e‐trust has a complementary mediation effect in the association between 2 receiving eWOM aspects and ORPI; likewise, e‐loyalty has a complementary mediation in the relationship between 2 participating eWOM aspects and ORPI.