To share or not? Factors influencing word of mouth communication

The objective of this study is to determine the factors that will influence on word of mouth communication among mobile phone users. In this study, five factors which are perceived value, perceived quality, customers’ satisfaction, brand love and brand trust are examined to determine whether these...

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主要作者:	Goh, Chin Wei
格式:	Thesis
語言:	eng eng
出版:	2014
主題:	HF5415.33 Consumer Behavior.
在線閱讀:	https://etd.uum.edu.my/4132/1/s813541.pdf https://etd.uum.edu.my/4132/13/s813541_abstract.pdf
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id	my-uum-etd.4132
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Adam, Mohamad Zainol Abidin
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Goh, Chin Wei To share or not? Factors influencing word of mouth communication
description	The objective of this study is to determine the factors that will influence on word of mouth communication among mobile phone users. In this study, five factors which are perceived value, perceived quality, customers’ satisfaction, brand love and brand trust are examined to determine whether these factors influenced word of mouth communication. Hypothesized relationships are tested using survey responses from a sample of 393 respondents. This study was conducted among young adults from Universiti Utara Malaysia (UUM), Sintok Kedah. The data were analysed using Statistical Package for the Social Sciences (SPSS) version 19.0. The methods used in analysing the data are Normality test, Reliability test, Descriptive Analysis, ANOVA, Independent Sample T-Test, Pearson Correlation Analysis and Multiple Regression Analysis. The findings indicated that all the five independent variables have a strong positive relationship with word of mouth. In addition, the results showed that brand love had the strongest significant positive relationship with word of mouth communication with correlation value of 0.802, followed by brand trust with correlation value of 0.793. Pearson correlation analysis that was conducted showed that brand trust and brand love are the strongest factors influencing word of mouth communication.
format	Thesis
qualification_name	Master of Philosophy (MPhil)
qualification_level	Master's degree
author	Goh, Chin Wei
author_facet	Goh, Chin Wei
author_sort	Goh, Chin Wei
title	To share or not? Factors influencing word of mouth communication
title_short	To share or not? Factors influencing word of mouth communication
title_full	To share or not? Factors influencing word of mouth communication
title_fullStr	To share or not? Factors influencing word of mouth communication
title_full_unstemmed	To share or not? Factors influencing word of mouth communication
title_sort	to share or not? factors influencing word of mouth communication
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2014
url	https://etd.uum.edu.my/4132/1/s813541.pdf https://etd.uum.edu.my/4132/13/s813541_abstract.pdf
_version_	1747827685376131072
spelling	my-uum-etd.41322022-05-23T01:11:09Z To share or not? Factors influencing word of mouth communication 2014 Goh, Chin Wei Adam, Mohamad Zainol Abidin Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. The objective of this study is to determine the factors that will influence on word of mouth communication among mobile phone users. In this study, five factors which are perceived value, perceived quality, customers’ satisfaction, brand love and brand trust are examined to determine whether these factors influenced word of mouth communication. Hypothesized relationships are tested using survey responses from a sample of 393 respondents. This study was conducted among young adults from Universiti Utara Malaysia (UUM), Sintok Kedah. The data were analysed using Statistical Package for the Social Sciences (SPSS) version 19.0. The methods used in analysing the data are Normality test, Reliability test, Descriptive Analysis, ANOVA, Independent Sample T-Test, Pearson Correlation Analysis and Multiple Regression Analysis. The findings indicated that all the five independent variables have a strong positive relationship with word of mouth. In addition, the results showed that brand love had the strongest significant positive relationship with word of mouth communication with correlation value of 0.802, followed by brand trust with correlation value of 0.793. Pearson correlation analysis that was conducted showed that brand trust and brand love are the strongest factors influencing word of mouth communication. 2014 Thesis https://etd.uum.edu.my/4132/ https://etd.uum.edu.my/4132/1/s813541.pdf text eng public https://etd.uum.edu.my/4132/13/s813541_abstract.pdf text eng public mphil masters Universiti Utara Malaysia Ahmed Rageh Ismail and Spinelli, G. (2012). 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To share or not? Factors influencing word of mouth communication

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