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

Hasan, Syed Akif and Subhani, Muhammad Imtiaz and Osman, Ms. Amber (2012): Effect of Trust Factors on Consumer’s Acceptance of Word of Mouth Recommendation. Forthcoming in: European Journal of Social Sciences

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: Expertise, Experience, Impartiality, Affinity, Track Record of recommender
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; A - General Economics and Teaching > A1 - General Economics

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