Sport Sciences Research Institute Sport Management Studies 2538-3213 8 40 2017 01 20 The Impact of Consumer Trust on Shopping Intention Mediated by Mouth-to-Mouth Advertising The Impact of Consumer Trust on Shopping Intention Mediated by Mouth-to-Mouth Advertising 131 146 908 10.22089/smrj.2017.908 FA Abdolhosein Ebrahimi M.Sc. in Sport Management, Shahid Chamran University of Ahvaz Atefeh Shekari Ph.D. Student of Business Administration, Marketing Trends, Azad University of Yasooj Nahid Shetab Booshehri Assistant Professor of Sport Management, Shahid Chamran University of Ahvaz Journal Article 2015 02 17 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. 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. https://smrj.ssrc.ac.ir/article_908_8b6dd7db9af49e67306feb59a8bdc52c.pdf