The effect of online community networking on trust building and e-tail repurchase intention
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https://hdl.handle.net/11250/2987212Utgivelsesdato
2021Metadata
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Bidrag innen kundeverdi og marked : Festskrift til Øyvind Helgesen 10.18261/9788215055596-2021-03Sammendrag
We analyze the effects of community network building and trust on e-tail repurchase intention using data collected from customers of a Norwegian nutrition e‑tailer. Customers who are highly engaged in the web-based community network score significantly higher on repurchase intention than customers with less engagement. The degree of engagement moderates the effects that trust and satisfaction have on repurchase intention, increasing the effect of trust and decreasing the effect of satisfaction.