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

Author

Listed:
  • 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.

Suggested Citation

  • Hasan, Syed Akif & Subhani, Muhammad Imtiaz & Osman, Ms. Amber, 2012. "Effect of Trust Factors on Consumer’s Acceptance of Word of Mouth Recommendation," MPRA Paper 39101, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:39101
    as

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    File URL: https://mpra.ub.uni-muenchen.de/39101/1/MPRA_paper_39101.pdf
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    References listed on IDEAS

    as
    1. Bearden, William O & Etzel, Michael J, 1982. " Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 183-194, September.
    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.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

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

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • A1 - General Economics and Teaching - - General Economics

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