• English
    • ไทย
  • English 
    • English
    • ไทย
  • Login
View Item 
  •   AU-IR Home
  • 2 Faculties
  • 2.11 Graduate School of Business
  • Journal Articles
  • AU-GSB e-Journal
  • AU GSB: Vol. 12, No. 2 (December 2019)
  • View Item
  •   AU-IR Home
  • 2 Faculties
  • 2.11 Graduate School of Business
  • Journal Articles
  • AU-GSB e-Journal
  • AU GSB: Vol. 12, No. 2 (December 2019)
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Browse

All of AU-IRCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsResource TypesThis CollectionBy Issue DateAuthorsTitlesSubjectsResource Types

My Account

LoginRegister

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
Show full item record

View External Resources

Files in this item (EXCERPT)

Thumbnail
View
AU-gsbj-Abstract-23185.pdf ( 601.77 KB )

This item appears in the following Collection(s)

  • AU GSB: Vol. 12, No. 2 (December 2019) [6]


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
 

 



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
 

 

‹›×