Sport Management Studies

The Impact of Consumer Trust on Shopping Intention Mediated by Mouth-to-Mouth Advertising

Document Type : Research Paper

Authors

1 M.Sc. in Sport Management, Shahid Chamran University of Ahvaz

2 Ph.D. Student of Business Administration, Marketing Trends, Azad University of Yasooj

3 Assistant Professor of Sport Management, Shahid Chamran University of Ahvaz

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.

Keywords

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Sport Management Studies
Volume 8, Issue 40
January and February 2017
Pages 131-146

  • Receive Date 17 February 2015
  • Revise Date 18 March 2015
  • Accept Date 26 May 2015

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