The Perception of Integrated Marketing Communications and E-Word of Mouth Communication Effect on Intention to Purchase Organic Products of Consumers in Bangkok

Abstract

          The purposes of this research were: (1) to study the influence of perception of integrated marketing communication, e-word of mouth communication, image of organic products and intention to purchasing organic products of consumers in Bangkok.  And (2) to study the moderating effect of image of organic products between perception of integrated marketing communication, e-word of mouth communication, and intention to purchasing organic products of consumers in Bangkok. The samples were 400 consumers, they who know organic products. The questionnaire was used as a tool to collected data and sampling by multi-stage. This study analyzed data by descriptive statistics include frequency, percentage, mean and standard deviation and simple regression analysis for hypothesis testing. The result found that perception of integrated marketing communication, e-word of mouth communication had positive influence on image and intention to purchasing organic products of consumers at the statistical significance level of 0.01. Moreover, image of organic products was the partial mediator between of perception of integrated marketing communication, e-word of mouth communication and intention to purchasing organic products of consumers. Therefore, the results of this study can be used as a guideline to promote and development of marketing communication and image of organic products in accordance with to need of consumers, lead to intention purchasing organic products.