Effect of Word-of-Mouth Communication and Consumers’ Purchase Decisions for Remanufactured Products: An Exploratory Study

Abstract

In this study, we explored the interactive relationship between social media online word-of-mouth and offline word-of-mouth and its impact on consumers’ decision process for purchasing remanufactured products in China. This study adopted an exploratory approach, and we conducted semi-structured in-depth interviews with 30 Chinese consumers in Guangdong, China. As per our findings, it was determined that social media online word-of-mouth, offline word-of-mouth, and information source credibility are the main factors that affect Chinese consumers in the decision process for purchasing remanufactured products. In addition, offline word-of-mouth was noted to play a moderating role in the influence of social media online word-of-mouth in terms of purchase decisions. Information source credibility influences consumers’ purchase decisions and also plays a mediating role in the influence of offline word-of-mouth on the purchase decision. The result of our study provides managerial insights for Chinese remanufactured product enterprises to improve consumer awareness, influence purchase decisions, and cultivate habits toward remanufactured products.