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

by Nattaphon Pakapatpornpob; Rawin Vongurai; Sutthisak Inthawadee

Title:

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

Author(s):

Nattaphon Pakapatpornpob
Rawin Vongurai
Sutthisak Inthawadee

Issued date:

2017

Publisher:

Assumption University Press

Citation:

AU-GSB e-JOURNAL 10, 1 (June 2017), 56-66

Abstract:

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 information in evaluating the IT products, has been surveyed for this research. Convenience and snowball sampling techniques are used as the sampling methodology. The results obtained from this research have revealed that out of three quality dimensions measured (electronic Word of Mouth, brand attitude and purchase intention), electronic Word of Mouth has significant impact on brand attitude. Apart from that, both electronic Word of Mouth and brand attitude also have a significant positive relationship on purchase intention. However, there are no significant differences in willingness to purchase IT products among the two genders. The electronic Word of Mouth may be difficult to be occurred due to the fact that it is generated by real users yet it can be created from true admiration of firm’s product or services and strong determination to share their reviews to potential user. In summary, eWOM is one major driver of sales performance the time when internet became mainstream.

Subject(s):

AU-GSB e-Journal
AU-GSB e-Journal -- 2017

Keyword(s):

Electronic Word of Mouth (eWOM)
Brand attitude
Consumer purchase intention
Electronic commerce
Online reviews

Resource type:

Journal Article

Extent:

11 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.

Rights holder(s):

Assumption University

URI:

http://repository.au.edu/handle/6623004553/21088
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  • AU GSB: Vol. 10, No. 1 (June 2017) [7]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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