Role of Source trustworthiness, experience sources and Source expertise in the formation of WOM and Purchase intention (Case study of Tehran Mobile Market customers)

WOM is one of the easiest, cheapest and most important marketing tools for marketers. So that several researches have been carried out on this subject in different dimensions. The study attempts to discuss the factors that can influence WOM. This research has been conducted among shoppers and mobile customers in the Tehran mobile market in an unlimited society with a sample of 384 people. The results of this study indicate that source trust, source experience, and resource expertise are directly related to WOM. And as a result, WOM generates buying intent. Source trustworthiness refers to the extent to which an individual s statements are believed to be genuine. Information processing theory affirms that the experience of information sources is particularly relevant for consumers in making decisions Source expertise is the extent to which listeners of WOM believe a source to have a high degree of skill in or knowledge of a particular subject. source experience refers to the level of a source s familiarity with a specific topic that comes from actual usage, as perceived by WOM listeners Individuals who have engaged in product trial, for instance, have more experience with the product than others. Information processing theory affirms that the experience of information sources is particularly relevant for consumers in making decisions

کلیدواژه ها:

WOM ، source trustworthiness ، sources experience ، source expertise