Raju Bhai Manandhar
Department of Marketing, Faculty of Management, Tribhuvan University, Kathmandu, Nepal
raju.manandhar@pyc.tu.edu.np
DOI : 10.57075/jaf922sp02
ABSTRACT
Word-of-mouth is the sound of new ideas reaching our ears through discussion, information sharing, radio, storytelling, etc. When people hear another story, its impact is felt in their brains. It is a free type of advertising brought by consumers’ perceptions, sentiments, and ideas. The purpose of this study is to explore the impact of rapport, source similarity, source attractiveness, trust, and physical evidence on mobile phone purchasing intention. The research design was analytical for this study. The population of mobile phone users was targeted to survey. The study was conducted among 199 respondents within Kathmandu Valley. The respondents were chosen at the mobile shop using a convenience sampling technique. Quantitative data was used in nature, and the main source of information for the study was primary data. A questionnaire with a five-point Likert scale has been made to collect the needed data and information. Respondents were given 250 questionnaires, but only 210 were sent back. 199 of them were valid and were put into the SPSS spread sheet. Data was analyzed and interpreted using statistical methods like descriptive statistics such as mean, standard deviation and inferential statistics as independent sample t test, correlation, and regression. According to the study’s findings, rapport, source similarity, source attractiveness, trust, and physical evidence all had an impact on mobile purchasing intention. The findings also revealed that trust and physical evidence had an impact on mobile phone purchase intentions. However, rapport, source similarity, and source attractiveness did not significantly affect the purchase intentions. In addition, researchers can study the causative factors of the purchase decision and analyze the effect of demographic variables on word of mouth and purchase intention.
Keywords: Purchase intention, Rapport, Source similarity, Source attractiveness Physical evidence, and Trust.
