7
consumers’ decision making (Martin and Jacob 2010).
Companies like Nestle, Loreal, and
Johnson & Johnson have recognized the credibility of WOM as a highly informal persuasive
tool in creating an engagement between the product and the customer (Nielsen 2009).
Literature has indicated that WOM can influence consumers’ attitudes,
behaviors,
expectations, and perceptions (Trusov, Bucklin, and Pauwels 2009). WOM influences
consumer buying behavior especially when it creates one’s interest
in certain products
(Schindler and Bickart 2012). Various studies have found a significant positive relationship
between WOM and clothing interest (Kiecker and Cowles 2002; McKinney et al. 2004). The
study by McKinney et al. (2004) found that WOM generated from
the reference group will
have direct influence on the customers’ behavior and interest in clothing selection in United
States.
Therefore, it was postulated that:
H4: Word of mouth has a positive relationship with clothing interest.
Chia sẻ với bạn bè của bạn: 
