This research investigates the antecedents of positive and negative electronic word-of-mouth (eWOM) propensity, as well as the impact of eWOM propensity on the intention to repurchase the product. Two types of eWOM predictors were considered: product related variables and personal factors. The data were collected through an online survey conducted on a sample of 335 Romanian subjects, and the analysis method was Structural Equation Modeling. Our findings show that personal factors - social media usage behavior, marketing mavenism and need to evaluate - are the most important antecedents of the intention to write product reviews and comments online, either positive or negative. From the product related factors, only brand trust influences the propensity to provide eWOM. Furthermore, both positive and negative eWOM intentions are associated with the repurchase intention.

翻译：本研究探讨了正面与负面电子口碑意愿的前因，以及电子口碑意愿对产品再购意图的影响。研究考察了两类电子口碑预测变量：产品相关因素与个人因素。数据通过在线调查收集，样本包含335名罗马尼亚受试者，分析方法采用结构方程模型。研究结果表明：个人因素（社交媒体使用行为、市场达人倾向及评价需求）是消费者在线撰写产品评论意愿（无论正面或负面）最为重要的前因变量；在产品相关因素中，仅品牌信任对电子口碑意愿具有显著影响。此外，正面与负面电子口碑意图均与再购意图存在关联。