Browsing ABAC ODI Journal Vision. Action. Outcome by Author "Krisana Kitcharoen"
The effect of e-word of mouth (E-WOM) on various factors influencing customers’ hotel booking intention Krisana Kitcharoen (2019)
Electronic word of mouth received by customers would lead to their hotel booking intention via smartphones both on online or mobile phone application such as Agoda or Booking.com. Travelers who read comments or reviews and made a hotel choice based on those comments were targeted for this study. The research aims to determine the effect of electronic word of mouth on factors influencing hotel booking intention via smartphones. The research hypotheses determine the effect electronic word of mouth attributed toward perceived behavioral control ...