|Project Title:||Research on Consumers’ Purchase Intention Under The Influence of Online Word of Mouth: Online Travel Products|
|Author:||Miss Fan Yingna
|Advisor:||Associate Professor. Li Chiao-Ming|
|Degree:||Master of Business Administration (International Program)|
|Major:||International Business Management|
2nd National and International Academic Conference “Innovation and Management for Sustainability” 15-16 December 2020
Fan, Yingna. (2021). Research on consumers’ purchase intention under the influence of online word of mouth: Online travel products. (Master Independent Study). Bangkok: Siam University.
With the rapid development of Internet information technology, people’s lifestyles have changed. As a way of information exchange, online word-of-mouth communication allows consumers to communicate with each other through online media platforms, and publish their consumption experiences on media platforms. When searching for relevant product information and user reviews on websites, online word-of-mouth communication has become an important part of consumers’ decision to purchase products and services. More and more companies use online word-of-mouth to carry out marketing activities. From this point of view, online word-of-mouth determines whether consumers buy products.
This research saw the effect of online word-of-mouth communication from the influence of consumers’ online word-of-mouth information on consumers’ purchase intention. This article combed literature from the concept of online word-of-mouth, user stickiness, consumer purchase intention and trust, based on the influence of online word-of-mouth on consumer purchase intention, from three aspects, user sender, receiver, and word of mouth itself. Eight factors were identified: word-of-mouth influence, consumer purchase intention, word-of-mouth trust, word-of-mouth quality, sender’s professionalism, relationship strength, word-of-mouth visual line and user stickiness, and discuss how this variable trust was based on the factors that affect consumers’ purchase intentions.
This research designed a questionnaire based on the research hypothesis. For the definition of variables, the determination of measurement questions, and the basis of research, 385 questionnaires were distributed, and 262 valid questionnaires were recovered.
This article used SPSS22.0 and AMOS22.0 statistical software to carry out descriptive statistical analysis and reliability analysis on the recovered data, and drew the following conclusions: The professionalism of the sender had a significant positive effect on trust; the strength of relationship had a significant positive effect on trust; the visual line of word-of-mouth had a significant positive effect on trust; word-of-mouth quality had a significant positive effect on trust; word-of-mouth influenced trust in memory had a significant positive effect; user stickiness has a significant positive effect on trust; trust had a significant positive effect on consumer purchase intention; user stickiness had a significant positive effect on consumer purchase intention.
Finally, the study puts forward the deficiencies of the thesis research and further exploration in the future, especially around online travel products. The impact of online word-of-mouth is far-reaching. Travel products such as destinations need to be cherished and strengthened when they gain the trust of consumers. User stickiness improves the willingness of tourists to buy.
Keywords: Online Word-Of-Mouth, Trust, Purchase Intention, Online Travel Product.
Research on Consumers’ Purchase Intention Under The Influence of Online Word of Mouth: Online Travel Products
Master of Business Administration (International Program), Siam University, Bangkok, Thailand
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