Role Of Word Of Mouth In Online Store Loyalty

It is interesting that of all the attributes, positive customer reviews have the greatest impact on repurchase intention. This is consistent across all categories. Even more impressive is the finding that number of years on the Web has the least impact on repurchase intention. This has significant implications for managers of online stores because it suggests that stores would attract more customers by having positive customer reviews. The amount of time the store has been in business does not seem to affect the repurchase intention of consumers.