Theory of Homophily and Trust in Buyer-seller: Effect of Individual Characteristics

Human resources in any organization have a significant impact on how one organization excels in competition with others, which in some areas, such as face-to-face sales, this role is more important. The purpose of this study is evaluation of the effect of salesperson gender and age (demographic characteristics), salesperson height and weight on buyer trust to a salesperson, using conjoint analysis approach and Based on Homophily theory. Data were collected from clothing buyers in Tehran through 194 questionnaires using in hand sampling. Results show the main factor affecting buyer’s confidence to a salesperson is his/her weight with the average importance of 28.5%. Salesperson’s age, height, and gender are located in the next priorities with average importance of 27/7, 23/9 and 19/9% respectively. Based on results effect of different surface of salesperson characteristics on buyer’s trust shows the same gender, weight and height of salesperson and buyer led to more confidence of buyer. Also, the difference in age between salesperson and buyer, decrease buyer’s trust. The results of ranking 12 types of salespersons according to the utility average shows the first rank allocates to a salesperson with these characteristics: different gender from a buyer, older than a buyer, similar weight and taller than the buyer. Also, the last rank allocated to a salesperson includes characteristics as the similar gender with the buyer, same age as the buyer, different weight with the buyer and taller than him/her.