การรับรู้ความมีประโยชน์ และการยอมรับข้อมูลจากบทวิจารณ์แบบมีผู้สนับสนุนของธุรกิจโรงแรมในห้องบลูแพลนเน็ต พันทิปดอทคอม

Abstract

This research studies about sponsored review on hotel business in Blue Planet webboard, www.pantip.com. The purposes of this research are to study: 1) correlation of argument quality and source credibility with information usefulness of sponsored review on hotel business, and 2) correlation between information usefulness and information adoption of sponsored review on hotel business. This survey research used questionnaires to collect data from 400 respondents who have searched and read sponsored reviews about hotel information in Blue Planet webboard, www.pantip.com. The data were analyzed by using Stepwise Multiple Regression Analysis.

The findings of this research are as following;

1) Relevance, understandability, comprehensiveness, and timeliness of information of argument quality were correlated with information usefulness of sponsored review on hotel business, when a significant level was set to .05. Furthermore, information usefulness was most highly influenced by relevance of argument quality (ß= 0.286).

2) Expertise and trustworthiness of source credibility were correlated with information usefulness of sponsored review on hotel business, when a significant level was set to .05. Furthermore, information usefulness was most highly influenced by source expertise of source credibility (ß = 0.455).

3) Information usefulness was quite strongly correlated with information adoption of sponsored review on hotel business (r = 0.69), when a significant level was set to .05.