Author(s)

Xinxin LI

Corresponding Author

Xinxin LI

ABSTRACT

As the proportion of influence on online consumers' purchasing decisions gradually increases, IWOM has become one of the core elements of Internet commerce. Companies need to use IWOM as a guide for product production and service design in order to attract consumers' attention and purchase. With the advent of the "Internet +" era, the factors that influence consumers' repurchase behaviour are becoming increasingly complex. By reviewing the research on IWOM and consumer repurchase behaviour, the article clarifies the mechanism of IWOM and identifies the theoretical gaps.

KEYWORDS

Internet Word of Mouth, intention Repurchase, Influencing factors