Munich Personal RePEc Archive

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

[img]
Preview
PDF
MPRA_paper_39101.pdf

Download (84kB) | Preview

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.

Logo of the University Library LMU Munich
MPRA is a RePEc service hosted by
the University Library LMU Munich in Germany.