Repurchase Intention in Online Knowledge Service: The Brand Awareness Perspective

This study aims to investigate the influencing factors of consumers' repurchase intention in the context of online knowledge service. Drawing on information systems (IS) success model, social identity theory, and expectation-confirmation theory, we examine the roles of IS success factors, satisfaction, switching barrier, and brand awareness in influencing repurchase intention in the online knowledge service setting. In line with the three core components of online knowledge service (i.e., platform, product, and service provider), this research splits a holistic view of brand awareness into three facets, namely platform brand awareness, knowledge-product brand awareness, and service-provider brand awareness, and discusses their negative moderating roles. In particular, this study highlights the "double-edged sword" effect of brand awareness in the success of online knowledge service. Based on the survey of 301 users, the empirical results support most of our hypotheses. The theoretical contributions, practical implications, and limitations are also discussed.