Relationships between Antecedents, Attitude, and Behavioral Intention on Electronic Word of Mouth in Service Business

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รพีพรรณ ลีสุวัฒน์
สราวุธ อนันตชาติ
สุทธิลักษณ์ หวังสันติธรรม


This survey research had two objectives to study: (1) the relationships between antecedents (which consisted of technology acceptance, subjective norms, service satisfaction, and motivations to articulate electronic word of mouth) and attitude towards electronic word of mouth, and (2) the relationship between attitude towards electronic word of mouth and behavioral intention to use electronic word of mouth. Self-administered questionnaires were used to collect data from 400 males and females, aged 22 to 34 years old in Bangkok, who had articulated electronic word of mouth about either restaurants or mobile service providers, in the last six months. The findings showed that all antecedents, that is, technology acceptance, subjective norms, service satisfaction and motivations to articulate electronic word of mouth, were significantly positive correlated with attitude towards electronic word of mouth in both service businesses. In addition, attitude towards electronic word of mouth were positively correlated with behavioral intention to use electronic word of mouth in both service businesses.



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คนไทยชอบบอกต่อ. (2557). วันที่เข้าถึงข้อมูล 28 กุมภาพันธ์ 2559, แหล่งที่มา

ปิยะฉัตร พรหมมา. (2556). การเปิดรับข่าวสาร ความผูกพัน และการตอบสนองของผู้บริโภคต่อการสื่อสารผ่านเฟซบุ๊กแฟนเพจ. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชานิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย.

สำนักงานสถิติแห่งชาติ. (2558). สำรวจการมีการใช้เทคโนโลยีสารสนเทศและการสื่อสารในครัวเรือน พ.ศ. 2558. วันที่เข้าถึงข้อมูล 1 มีนาคม 2559, แหล่งที่มา

ACCENTURE ชี้พฤติกรรมผู้บริโภคชาวไทย เน้นหาข้อมูลสินค้าออนไลน์แถมขี้ฟ้อง! (2557). วันที่เข้าถึงข้อมูล 26 กุมภาพันธ์ 2559, แหล่งที่มา

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