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:: Volume 19, Number 12 (3-2017) ::
amuj 2017, 19(12): 12-23 Back to browse issues page
A Study of the Effect of Word of Mouth on Pregnant Women Decision-Making Behavior to Join the Royan Cord Blood Bank in Arak City, 2009-2016
Mojgan Ahmari Nejad , Rahmatollah Jadidi
Master of Business Administration Department of Business Administration, Arak Branch, Islamic Azad University, Arak, Iran , m.ahamrinejad@yahoo.com
Abstract:   (836 Views)

Abstract

Background: Today, the role of word of mouth (WOM) in making decision particularly in service sector became important. Thus, this study aimed to investigate the effect of word of mouth on pregnant woman decision-making behavior to join the Royan Cord Blood Bank.

Materials and Methods: The research is operational and has a causal nature. The population of study was 790 pregnant women enrolled in Royan Cord Blood Bank in Arak city that 294 subjects were selected by available non-random sampling method. To collect data, questionnaire instrument was used. Data were analyzed according to Structural Equations Modeling (SEM) by LISREL (version 8.54) software.

Results: The results of the study revealed that the effect of communication medium on personal information source and word of mouth was significant and positive. In addition, opinion leaders had a significant and positive influence on personal information source and word of mouth and also, the significant and negative effect of opinion leaders on perceived risk was seen. Personal information source had a significant and positive effect on decision-making. However, social structure didn't have any effect on word of mouth. Likewise, word of mouth didn't influence decision-making.

Conclusion: According to the findings of the research, it seems that paying attention to the prerequisites and conditions making a suitable bed for creating effective word of mouth and expanding it to making decision for joining the Royan Cord Blood Bank is very necessary.

Keywords: Word of mouth, Decision-making, Structural equations modeling
Full-Text [PDF 1274 kb]   (340 Downloads)    
Type of Study: Original Atricle | Subject: General
Received: 2016/11/1 | Accepted: 2017/01/17 | Published: 2017/02/15
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Ahmari Nejad M, Jadidi R. A Study of the Effect of Word of Mouth on Pregnant Women Decision-Making Behavior to Join the Royan Cord Blood Bank in Arak City, 2009-2016. amuj. 2017; 19 (12) :12-23
URL: http://amuj.arakmu.ac.ir/article-1-4749-en.html
Volume 19, Number 12 (3-2017) Back to browse issues page
مجله دانشگاه علوم پزشکی اراک Arak Medical University Journal
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