Impact of Intermediary and Seller Trust on Consumer Repurchase and E-WOM Intentions: Demographics Moderating Trust Transference

This study investigates the impact of intermediary and seller trust on consumers' repurchase intention and electronic word-of-mouth (e-WOM) intention. A total of 337 consumers with online-buying experience were surveyed using a self-administered questionnaire. For the research purpose, a model was developed and tested using the PLS-SEM technique. In this instance, trust in a competent intermediary is formed on perceived benevolence and integrity. The moderating roles of demographics and purchase frequency were tested using a multigroup analysis. The results strongly support the research model, indicating that: (1) trust in competent intermediaries has a significant influence on consumers’ repurchase and e-WOM intention; (2) trust in consumer electronics (CE) sellers has an influence on repurchase intention but not e-WOM intention; and (3) age, gender positively affect the trust transference process, while purchase frequency affects e-WOM intention. This research presents new theoretical and managerial implications for online electronics marketing.