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    An influence of e-Wom and a moderating role of brand attitude on IT product purchase intention in Bangkok, Thailand 

    Nattaphon Pakapatpornpob; Rawin Vongurai; Sutthisak Inthawadee (Assumption University Press, 2017)

    In the age of digitalization, it could not be ignored that electronic Word of Mouth as a part of electronic commerce may be consistent with competitive circumstances. This research paper aims to examine the behavioral intention of Bangkokian in perceiving and processing the information through online medias before purchasing IT products. It is convinced that the research finding could be a useful guidance in the age when digitalization. 398 Bangkokians, capable in reviewing other’s comments or reviews through online medias for the supportive ...