| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 101 === Because of higher summer temperatures and strong sunlight, sun care product has been considered much more important, and this phenomenon makes the cosmetics market more competitive. Nowadays, in the customer-oriented market, besides attracting new customers, making existing customers purchase repetitively has become the important issue in cosmetics industries. However, previous research shows that customer satisfaction affects repurchase intention, and word-of-mouth (WOM) also has influence on consumption behavior. For instance, positive word-of-mouth (PWOM) has positive influence on purchase behavior, but negative word-of-mouth (NWOM) has negative effect.
This study re-examines the relationship between customer satisfaction and repurchase intention, and also examine whether different WOM will have different moderating effects on the relationship between customer satisfaction and repurchase intention. The result shows that customer satisfaction has a positive influence on repurchase intention. Besides, PWOM won’t have significant moderating effect, but PWOM will possibly have direct effect on repurchase intention. NWOM will have significant and negative moderating effect. This study suggests cosmetics companies should devote to not only promoting satisfaction, but building PWOM and preventing NWOM to effectively increase customers’ repurchase intention.
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