THE EFFECT OF EMOTIONS ON THE REPURCHASE INTENTION MEDIATION BY eWOM
Abstract. Many of researchers are interested in re-searching the emotions of consumers as the focus of research and try to explore the unknown side in terms of consumer psychology. marketers are now trying to learn consumer emotions from various forms that aim to win consumers’ hearts. Consumer emotions will produce different regulations and each different emotion regulation will produce different consumer behavior as well. This study aims to examine emotional regulation such as eWOM and how it affects repurchase intention. This study was conducted with a model describing the relationship between negative emotions, eWOM and repurchase intention and tested by structural equation modeling on data sets consisting of 52 consumer online shop have bad experiences in online shoping.
Keywords: Negative emotion, negative eWOM, repurchase intention.
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