Effect of Trust Factors on Consumer’s Acceptance of Word of Mouth Recommendation
AbstractThis 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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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 39101.
Date of creation: 2012
Date of revision:
Expertise; Experience; Impartiality; Affinity; Track Record of recommender;
Find related papers by JEL classification:
- M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising
- A1 - General Economics and Teaching - - General Economics
This paper has been announced in the following NEP Reports:
- NEP-ALL-2012-06-05 (All new papers)
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