关键词: 正面口碑, 传播者的专业性, 顾客满意度, 品牌态度, 再购买意愿

Abstract: Word-of-mouth, with its great importance and widespread use nowadays, has increasingly prominent influence on customers’ behavior, and meanwhile, research on word-of-mouth communicators’ professional also receives great attention The impact of positive word-of-mouth communicators’ professional on customers’ re-purchase intention is analyzed based on the intermediary role of customer satisfaction and brand attitudes The results show that the positive word-of-mouth communicators’ professional has a significant positive impact on customers’ re- purchase intention, customer satisfaction and brand attitudes The intermediary role of customer satisfaction is significant while the intermediary role of brand attitudes does not exist Some relevant recommendations based on research findings are proposed

Key words: positive word-of-mouth, communicators’ professional, customer satisfaction, brand attitude, re-purchase intention