THE IMPACT OF CONSUMER TRUST ON SHOPPING INTENTION MEDIATED BY MOUTH-TO-MOUTH ADVERTISING

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EBRAHIMI A.H.; SHEKARI A.; SHETABE BUSHEHRI N.

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Information Journal Paper

Title

THE IMPACT OF CONSUMER TRUST ON SHOPPING INTENTION MEDIATED BY MOUTH-TO-MOUTH ADVERTISING

Author(s)

EBRAHIMI A.H. | SHEKARI A. | SHETABE BUSHEHRI N. | Issue Writer Certificate

Keywords

TRUST OF CUSTOMERSQ1

PURCHASINGQ2

WORD OF MOUTH ADVERTISINGQ1

Abstract

The purpose of this study was to invetigate the impact of consumer trust index on shopping intention mediated by mouth-to-mouth advertising. The statistical population of this study was the customers who bought from sports manufacturers. Through convenience sampling, 384 customers were included in statistical sample and a questionnaire was used for data collection. SPSS and LISREL softwares were used for data analysis. First, the utility of variables and parameters was tested by using t test, and the positive relationship between variables was confirmed using correlation and path coefficient of t test. Then, the model was tested by using LISREL software and confirmatory factor analysis and structural equation. Finally, suitability indices showed that the model is in a suitable fit. The results of this study showed that the confidence index has a significant and positive impact on customers' purchase intention and mouth-to-mouth advertising. Eventually, mouth-to-mouth advertising has a moderating effect on consumer purchase intention. In conclusion, since the company confidence index affects consumer behavior in interaction with the company and causes the long-term profitability for companies and sports manufacturers, companies should pay special attention to this matter.

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APA: Copy

EBRAHIMI, A.H., SHEKARI, A., & SHETABE BUSHEHRI, N.. (2017). THE IMPACT OF CONSUMER TRUST ON SHOPPING INTENTION MEDIATED BY MOUTH-TO-MOUTH ADVERTISING. SPORT MANAGEMENT REVIEW, 8(40 ), 131-146. SID. https://sid.ir/paper/234524/en

Vancouver: Copy

EBRAHIMI A.H., SHEKARI A., SHETABE BUSHEHRI N.. THE IMPACT OF CONSUMER TRUST ON SHOPPING INTENTION MEDIATED BY MOUTH-TO-MOUTH ADVERTISING. SPORT MANAGEMENT REVIEW[Internet]. 2017;8(40 ):131-146. Available from: https://sid.ir/paper/234524/en

IEEE: Copy

A.H. EBRAHIMI, A. SHEKARI, and N. SHETABE BUSHEHRI, “THE IMPACT OF CONSUMER TRUST ON SHOPPING INTENTION MEDIATED BY MOUTH-TO-MOUTH ADVERTISING,” SPORT MANAGEMENT REVIEW, vol. 8, no. 40 , pp. 131–146, 2017, [Online]. Available: https://sid.ir/paper/234524/en

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