Effect of Trust Factors on Consumer’s Acceptance of Word of Mouth Recommendation
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.
|Date of creation:||2012|
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Web page: https://mpra.ub.uni-muenchen.de
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- 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.
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- 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.
- 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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