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Suchulee Peankobku. Factors affecting by social word of mouth on purchase intentions from wongnai mobile application. Master's Degree(Business Administration). Burapha University. Library. : Burapha University, 2019.
Factors affecting by social word of mouth on purchase intentions from wongnai mobile application
Name: Suchulee Peankobku
keyword:
Wongnai
Abstract:
The objective of this independent study was studied constructs the measured
proposed in business journals, and marking literatures. These scales were examined
for the face validity by adopted all surveys questions from global savvys literatures.
Using the survey data collected via online at 440 questionnaires to participate, these
scales were examined in terms of convergent, discriminant validity and reliability
also. SEM technique with AMOS was examined the factors as i.e. information gap,
trustworthiness, honesty, affecting by social word of mouth on purchase intentions.
The testing result confirmed importance of the constructs consumer trust, a gap
closing of information, honesty for consumer engaged in the social word of mouth
and towards a purchase intention. All variables were explained the agreement criteria
of the five-point likelihood scale. CR and AVE were in the limitation of a criteria as
well as all factor loadings. Conclusion was found positive relationships at significant
level > 0.05 from TRU to WOM, and 0.001 from HON to WOM and WOM to PUR.
There was insignificant in IFG to WOM but the researcher suggested to heed due to
total effects in direct effect and indirect effect have been. Thus, WOM posts should be
concerned in the honesty when a consumer is looking for a restaurant on Wongnai
that means consumers intent to make a purchase, so they can be easily influenced to
visit your restaurant and might be your regular client in future.
Burapha University. Library
Address:
CHONBURI
Email:
buulibrary@buu.ac.th
Name: Supasit Lertbuasin
Role:
Principal advisor
Created:
2019
Modified:
2021-06-16
Issued:
2021-06-16
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Burapha University
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Suchulee Peankobku
| Title | Contributor | Type |
|---|---|---|
| Factors affecting by social word of mouth on purchase intentions from wongnai mobile application
มหาวิทยาลัยบูรพา Suchulee Peankobku | Supasit Lertbuasin | วิทยานิพนธ์/Thesis |
Supasit Lertbuasin