چكيده به لاتين
This research have been happened aimed at review the impact of factors on acceptance of word of mouth advertising in the presence of the individual characteristics moderator. Method of conducting the present study, is based on research goal of applied type. Type of collected data is quantitative and obtained through presented questionnaires. In this study Both descripted statistical methods and inferential statistical methods are used to analysis of data obtained from samples. Actually, at first the variables were described by descripted statistical method and then the assumptions were tested by inferential statistical methods techniques. After questionnaire completion, data was analyzed by statistical code IBM25. general questions data were descriptively examined by average, standard deviation and maximum and minimum statics. Furthermore structural equation modeling by smart_PLS3 software has been used. Briefly, based on the results, acceptance of word of mouth advertising, has a positive and significant relationship with message validity, message quantity, validity of word of mouth advertising and physical features. Besides, individual characteristics of age and gender have the role of moderation between acceptance and ad credentials, message validity and physical features but have not that role between message quantity and acceptance.
