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

9

Issued Date

2021-01-01

Resource Type

Article

ISSN

24523151

DOI

10.34044/j.kjss.2021.42.1.10

Other identifier(s)

2-s2.0-85102771317

Rights

Mahidol University

Rights Holder(s)

SCOPUS

Bibliographic Citation

Kasetsart Journal of Social Sciences. Vol.42, No.1 (2021), 61-68

Suggested Citation

Napassorn Plidtookpai, Chanin Yoopetch The electronic word-of-mouth (Ewom) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services. Kasetsart Journal of Social Sciences. Vol.42, No.1 (2021), 61-68. doi:10.34044/j.kjss.2021.42.1.10 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/79127

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Title

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

Author(s)

Napassorn Plidtookpai
 Chanin Yoopetch

Other Contributor(s)

College of Management Mahidol University
 Mahidol University

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.

Keyword(s)

Social Sciences

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URI

https://repository.li.mahidol.ac.th/handle/123456789/79127

Collections

Scopus 2021