The electronic word-of-mouth (Ewom) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services

Abstract

This study aimed at examining influencing factors on purchase intention of consumers in the context of the middle class (3 star) to luxury (5 star) hotels’ social media in Bangkok. The determinants that were used in this study included; electronic word-of-mouth (eWOM) trustworthiness, perceived ease of use, perceived usefulness, subjective norm, brand image, and brand awareness. The findings indicated that hotel brand awareness, subjective norms, eWOM trustworthiness and hotel brand image had a positive effect on purchase intention. The findings also indicated that hotel brand awareness had stronger level influencing purchase intention than other variables. The strong level of brand awareness directly impacted the level of purchase intention. Research implications and direction for future were provided.