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Effect of Trust Factors on Consumer’s Acceptance of Word of Mouth Recommendation

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  • Hasan, Syed Akif
  • Subhani, Muhammad Imtiaz
  • Osman, Ms. Amber

Abstract

This study investigates the effects of Trust Factors on Customer’s Acceptance of Word of Mouth recommendations. A sample size of 1000 consumers of different brands has been taken randomly on the basis of convenience. Results obtained from statistical analysis using the Logistic regression as a statistical tool which showed that the individual variables like experience, affinity, expertise are displaying no significant impact upon the acceptance of word of mouth.

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File URL: http://mpra.ub.uni-muenchen.de/39101/
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Bibliographic Info

Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 39101.

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Date of creation: 2012
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Handle: RePEc:pra:mprapa:39101

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Keywords: Expertise; Experience; Impartiality; Affinity; Track Record of recommender;

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  1. Rudd, Joel & Kohout, Frank J, 1983. " Individual and Group Consumer Information Acquisition in Brand Choice Situations," Journal of Consumer Research, University of Chicago Press, vol. 10(3), pages 303-09, December.
  2. Laroche, Michel & Kim, Chankon & Zhou, Lianxi, 1996. "Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context," Journal of Business Research, Elsevier, vol. 37(2), pages 115-120, October.
  3. Greenwald, Anthony G & Leavitt, Clark, 1984. " Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, University of Chicago Press, vol. 11(1), pages 581-92, June.
  4. Nedungadi, Prakash, 1990. " Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 17(3), pages 263-76, December.
  5. Bearden, William O & Etzel, Michael J, 1982. " Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 183-94, September.
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