Consumer decision rules means that the way how consumer assess and choose the attribute of the goods, it can influences purchase behavior and decision. The objective of this study is to examine the word of mouth and consumer decision rules. With variety of selections, it is interesting to understand how most of the customers make their decisions in choosing places when dining out, it is widely accepted that the word of mouth or verbal communication is one of the most effective way to influence the customers’ purchasing decisions.
This study used convenience sampling methods. The data of research is composed of the people who have had their meals at restaurants in two last weeks. 500 questionnaires are distributed and 299 valid questionnaires are returned. The 127 are non-effective samples. The response rate is 85.2%. The results of Logistic regression analysis indicate that after control of product familiarity, complexity and involvement, when the word of mouth are more positive, it will cause the consumer to use the compensatory. Managerial implications are discussed.
