The factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, Thailand
by Jidapa Tweephoncharoen; Rawin Vongurai
Title: | The factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, Thailand |
Author(s): | Jidapa Tweephoncharoen
Rawin Vongurai |
Issued date: | 2019 |
Publisher: | Bangkok : Assumption University |
Citation: | AU-GSB e-JOURNAL 12, 2 (December 2019), 35-39 |
Abstract: |
This study aimed to examine the factors influencing on purchase intention of Thai and Chinese customers towards the hotel industry in Bangkok, Thailand. This research adopted descriptive research method which aimed to describe the target population and variables. The researcher applied nonprobability sampling as a sampling technique and collected the data through questionnaires with 400 respondents. The questionnaire were implemented in English language collected from tourist who stay at hotel in the top three rankings of hotel area in Bangkok (Pathum Wan district, Phra Nakhon district and Watthana district). A statistical software was used to test the data. Variables are measured by a fivepoint Likert scale. The first two hypothesis were tested by Multiple Linear Regression and other two hypothesis were tested by Independent sample t-test. Summary of the results, the findings of the conceptual model revealed that eWOM affected loyalty and purchase intention as shown in the results of hypothesis one and two. |
Subject(s): | AU-GSB e-Journal
AU-GSB e-Journal -- 2019 |
Keyword(s): | Brand attitude
Customer satisfaction Electronic word-of-mouth (eWOM) Loyalty Purchase intention Reputation Trust |
Resource type: | Journal Article |
Extent: | 15 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/6623004553/23185 |
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