Locus of Control and Word of Mouth Communication among Consumer

‫مدیریت بازرگانی

Mojtaba Barari¹  Ali Shaemi² 

[1] دانشجوی دکترای مدیریت بازایابی دانشگاه تهران، ایران;عضو هیئت علمی گروه مدیریت دانشگاه اصفهان، ایران;

关键词: Consumer behavior;    External Locus of Control;    Internal Locus of Control;    Word of mouth communication;   

DOI  :  

来源: DOAJ

【 摘 要 】

Word of mouth communications in marketing is one of the important informal communication tools between consumer of goods, service and organizations which is appointed with the researchers. The purpose of this study is to determine the relationship between locus of control with word of mouth communication between students of Isfahan University. This is a survey study which it is samples were 243 students of university of Isfahan. It is data gathering instrument was a questionnaire .The Pearson correlation coefficient between locus of control and word of mouth communication shows that internal locus of control have positive and significant correlation with word of mouth communication and external locus of control (chance) have negative and significant correlation with word of mouth communication. But external locus of control (powerful others) don’t have significant correlation with word of mouth communication although the result of independent sample t test shows that women have more participant than men in word of mouth communication.

【 授权许可】

Unknown