نویسندگان
1 دانشجوی دکترای آیندهپژوهی، دانشکده علوم و فنون نوین، دانشگاه تهران، ایران
2 هیئت علمی دانشکده مدیریت دانشگاه شیراز، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
¬The purpose of current study is to explore the influence of word of mouth (WOM) on the purchase of local made cars. This study has been done about Samand from Iran Khodro Company in the city of Isfahan. The statistical population of the study is purchasers of Samand automobile in city of Isfahan. Data gathering method was cluster sampling approach. Results indicated that¬ WOM is the main information source for purchasers of Samand. Further, the influence of WOM is determined by perceived source expertise and similarity with source. Perceived psychological and functional risks moderated the effects. Findings of this paper can help¬ Iran khodro and other carmaker companies to position messages of WOM¬ in their favor.
کلیدواژهها [English]
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