Determinants of word-of-mouth communication and purchase intention of trade offices in kish Island (Case of Mica Mall)

Main Article Content

Arezou Mobasserian
Afsaneh Jafari


Word of mouth (WOM) is becoming recognized as an important form of promotion and an important source of information influencing consumer’s purchase behavior. The purpose is to survey the effect of WOM on touristcustomers’ decision for purchasing Trade Offices of Mica Mall in Kish Island. Data was collected through a field research among 145 customers who have invested in Mika Mall offices, and the data were analyzed using correlation and structural equation modeling. The survey period was from Jun 2 to Jun 29, 2015. A questionnaire was provided for theories test by researcher. The validity and reliability of questionnaire was confirmed consequently by experts and Cronbach's Alpha by SPSS software. SEM was used for hypotheses testing. Two findings have been concluded in this survey. First, tie strength, source expertise, and reference group are the main antecedents of WOM seeking behavior. Second, WOM seeking behavior is the main determinant of purchase intention of Mika Mall trade offices. Managers should develop the completely understanding of WOM and try to stimulate WOM about trade offices among potential customers, because most customers are influenced by information which achieved from informal resources.

Keywords: word-of-mouth, expertise, reference group, tie stnegth, purchase intention, mica mall


Download data is not yet available.

Article Details

How to Cite
Mobasserian, A., & Jafari, A. (2017). Determinants of word-of-mouth communication and purchase intention of trade offices in kish Island (Case of Mica Mall). New Trends and Issues Proceedings on Humanities and Social Sciences, 2(2), 59-67.


Applbaum R. F., & Anatol, K. W. E. (1972). The factor structure of source credibility as a function of the speaking situation. Speech Monographs, 39(3), 216-222.

Arndt, J. (1967), Role of Product-Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, 4, 291-95.

Arndt, J. (1968), Selective Process in Word-of-Mouth, Journal of Advertising Research, 8, 19-22.

Bass, F. M. (1969). New product growth for model consumer durables, Management Science Series a-Theory, 15(5), 215-227.

Chattalas, M., & Harper, H. (2007). Navigating a hybrid cultural identity: Hispanic teenagers’ fashion consumption influences. Journal of Consumer Marketing, 24(6), 351-157.

Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). “Influence on consumer use of word-of-mouth recommendation sources”, Journal of the Academy of Marketing Science, 25(4), 283–295.

Feiz, D., Fakharyan, M., Jalilvand, M. R., and Hashemi, M. (2013), Examining the effect of TV advertising appeals on brand attitudes and advertising efforts in Iran, Journal of Islamic Marketing, 4(1), 101 – 125

Frenzen, J. and Davis, H.L. (1990), Purchasing behavior in embedded markets, Journal of Consumer Research, 17, 1-12.

Frenzen, J. and Nakamoto, K. (1993), Structure, cooperation and the flow of market information, Journal of Consumer Research, Vol. 20 No. 3, pp. 360-75.

Granovetter, M.S. (1973), The strength of weak ties, American Journal of Sociology, 78(6), 1360-80.

Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). “Generating positive word-of-mouth through customer–employee relationships”, International Journal of Service Industry Management, 12(1), 44-69.

Hawkins, D. I., Best, R., & Coney, K. A. (2004), Consumer behavior: Building marketing strategy (9th ed), McGraw-Hill, Boston.

Hyman, H. H. (1960). Reflections on reference groups. Public Opinion Quarterly, Vol. 24 No. 3, pp. 383-396.

Jalilvand, M. R. and Samiei, N. (2012a), The effect of word of mouth on inbound tourists' decision for traveling to Islamic destinations (the case of Isfahan as a tourist destination in Iran), Journal of Islamic Marketing, 3(1), 12 - 21

Jalilvand, M. R., & Samiei, N. (2012b), The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran, Marketing Intelligence & Planning, 30(4), 460 – 476

Jalilvand, M. R. and Samiei, N. (2012c), The impact of electronic word of mouth on a tourism destination choice : Testing the theory of planned behavior (TPB), Internet Research, 22(5), 591- 612

Mahajan, V., Muller, E., & Bass, F. M. (1990). New product diffusion models in marketing: A review and direction for research, Journal of Marketing, 54, 1 – 26.

Neelamegham, R., & Jain, D. (1999). Consumer choice process for experience goods: An econometric model and analysis, Journal of Marketing Research, 36(3), 373–386.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.

Ryu, G., & Feick, L. (2007), A penny for your thoughts: referral reward programs and referral likelihood, Journal of Marketing, 71(1), 84-94.

Shibutani, T. (1955). Reference groups as perspectives. American Journal of Sociology, 60(6), 562-569.

Sundaram, D. S., & Webster, C. (1999). The role of brand familiarity on the impact of word-of-mouth communication on brand evaluations, Advances in Consumer Research, 26, 664–670.

Walker, C. (1995). Word of mouth, American Demographics, 17(7), 38–45.

Westbrook, R. A. (1987). Product/consumption-based affective responses and post purchase processes”, Journal of Marketing Research, 24(3), 258–270.

Wood, W. (2000). Attitude change: persuasion and social influence. Annual Review of Psychology, 51, 539-570.