Evaluation of the Consumers’ Trust Effect on Viral Marketing Acceptance Based on the Technology Acceptance Model

Abstract

Integrating marketing principles with IT suggests new developed models for the marketing world such as viral marketing (VM). On the other hand, lots of prior studies have theoretically articulated and empirically examined the fact that trust is the essence of any human interaction especially for the online activities. Grounded on the viral marketing and trust literature, this descriptive and applied study, was targeted to integrate trust and viral marketing through the technology acceptance model (TAM). The purpose of this study is to evaluate the consumers' trust effect on viral marketing acceptance. Respondents to the questionnaire are 69 experts responsible for the selection and purchase of the medical equipment in Isfahan University of Medical Sciences, Iran. This study is originated from the perspective of the graduated consumers whose behaviors look different from the average. Applying a census-based methodology and statistical analysis, especially path analysis, the study showed that trust plays an important role in the attitude toward engaging in VM and in the intention of the consumers to engage and finally to actual use of VM by the experts. This study verified TAM too. It was followed by some managerial implications for the companies in order to design their viral marketing campaigns to be more successful. Finally, considering the findings and the limitations of this study, some academic suggestions for further researches have been made.

Pengintegrasian Technology Acceptance Model (TAM) dan Kepercayaan Konsumen pada Marketplace Online Indonesia

“…Banyak penelitian yang menjelaskan fakta bahwa kepercayaan adalah esensi dari interaksi manusia terutama ketidakpastian dalam lingkungan virtual (Fathollah et al, 2012). Kepercayaan menjadi komponen kunci terhadap perdagangan dan sebagai katalisator pengembangan hubungan antara pihak satu dengan pihak lainnya (Warrington et al, 2000).…”

Viral Advertisement: Conceptualisation of Factors Affecting Viral Behaviour

“…Some studies believe that credibility is closely related to trust where the users value the advertising credibility based on the trust of the advertising source (Aghdaie, Sanayei, & Etebari, 2012). In contrast, Hajli, Sims, Zadeh, and Richard (2017) believe that credibility is one of the variables in the trust dimension.…”

Enhancing Knowledge and Strategic Planning of Bank Customer Loyalty Using Fuzzy Cognitive Maps

“…Research has focused on variables such as: perceived service quality, perceived value, customer expectations, trust, switching cost and firm image (for an in-depth discussion, see Garland, Gendall 2004;Ehigie 2006;Manrai, L., Manrai, A. 2007;Vesel, Zabkar 2009;Yoon et al 2010;Aghdaie et al 2012;Bobâlcă et al 2012;Dhebar 2013;Yoo, Bai 2013). Despite the undeniable merit of such research, it is worth noting that there is still room for more comprehensive representations of the domain, and for frameworks able to incorporate decision makers' own beliefs and convictions.…”