The Effect of E-WOM and Perceived Value on Netflix Repurchase Intention: The Role of Trust among Generation Z

Azzhara Seruni Putri, Yasri Yasri

Abstract


The increasing competition among streaming service providers has made understanding consumer repurchase behavior an important concern. This study aims to examine the effects of electronic word-of-mouth (E-WOM) and perceived value on repurchase intention for Netflix streaming services, with trust as a mediating variable. A quantitative approach was employed using a survey of 190 Generation Z Netflix users in Padang City, selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that: (1) E-WOM has a positive and significant effect on trust and repurchase intention; (2) perceived value positively and significantly influences trust and repurchase intention; (3) trust has a positive and significant effect on repurchase intention; and (4) trust mediates the relationships between E-WOM, perceived value, and repurchase intention. These findings highlight the importance of strengthening consumer trust through positive electronic word-of-mouth and enhanced perceived value to encourage customers’ intention to repurchase Netflix streaming services.

Keywords


Electronic Word of Mouth, Perceived Value, Trust, Repurchase Intention, Gen-Z.

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.104691

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