Salespersons’ Voice Specifications and Consumers Buying Intention Relationship: The Mediating Effect of Cognitive and Emotional Trust

Abstract

The main purpose of this study is to investigate the mediating effect of cognitive and emotional trust on the relationship between the perceived voice specifications of the salesperson and the purchase intentions of the customer. Beyond the product information and technical specifications transferred to the customer, the perception created by the salesperson as a representative of the company is also important during the communication process. A successful management of this process will increase the success of the sales for sure. Trust is an effective persuasive successor, as the persuasion process is at the heart of the customer's buying behavior and reliabity is a result of salespersons communication effectiveness. In this context, voice specifications are considered as a non-verbal clue, which creates trust. The main research question of the article is to examine the mediating effect of cognitive and emotional trust factors on the relationship between consumers purchase intention and the voice specification of salesperson. The results of the study indicate that that the salespersons voice specifications positively effects consumers' purchase intention through cognitive trust and emotional trust factors, and these two factors worked as a partial mediator in the structural model. Moreover, the positive effect of the cognitive trust on the purchase intention was found higher than the emotional trust.