Please use this identifier to cite or link to this item:
https://has.hcu.ac.th/jspui/handle/123456789/2649
Full metadata record
DC Field | Value | Language |
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dc.contributor.author | Huanghe Li | - |
dc.contributor.author | Pimsiri Phutrakul | - |
dc.contributor.author | พิมสิริ ภู่ตระกูล | - |
dc.contributor.other | Huachiew Chalermprakiet University. Faculty of Business Administration | en |
dc.contributor.other | Huachiew Chalermprakiet University. Faculty of Business Administration | en |
dc.date.accessioned | 2024-08-23T12:46:18Z | - |
dc.date.available | 2024-08-23T12:46:18Z | - |
dc.date.issued | 2022 | - |
dc.identifier.uri | https://has.hcu.ac.th/jspui/handle/123456789/2649 | - |
dc.description | Proceedings of the 9th National and International Conference on "Research to Serve Society", 1st July 2022 at Huachiew Chalermprakiet University, Bangphli District, Samutprakarn, Thailand. (e-Conference) p. 346-358 | en |
dc.description.abstract | The research objectives of this study were first, to examine the effects of electronic word of mouth, attitude, subjective norms, and perceived behavioral control on online buying intentions of Huachiew Chalermprakiet University (HCU) students, and second, to examine online buying intentions of HCU students. In this study, convenience and snowball sampling were conducted from HCU students through a Google online questionnaire, the total sample were 412. The statistics used the descriptive analysis, percentage, frequency, mean and standard deviation. Inferential statistics deployed path analysis and mediation effect analysis. The results showed that. This study found that there deployed a significant positive effect of electronic word of mouth on attitude, subjective norm, and perceived behavioral control, but the effect of electronic word of mouth on online buying intention was not significant. Meanwhile, there is a significant positive effect of attitude, subjective norm, and perceived behavioral control on the intention to online buying. This study verifies the mechanism of the influence of electronic word of mouth through attitude, subjective norm, and perceived behavioral control on consumers' online buying intention in the context of Thai students. | en |
dc.language.iso | en_US | en |
dc.rights | มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ | en |
dc.subject | พฤติกรรมผู้บริโภค | en |
dc.subject | Consumer behavior | en |
dc.subject | การพาณิชย์อิเล็กทรอนิกส์ | en |
dc.subject | Electronic commerce | en |
dc.subject | โฆษณาแบบปากต่อปาก | en |
dc.subject | Word-of-mouth advertising | en |
dc.subject | มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ -- นักศึกษา | en |
dc.subject | Huachiew Chalermprakiet University -- Students | en |
dc.title | The Factors Influencing Online buying and Intention of Online Buying: The Study of Huachiew Chalermprakiet University Thai Students | en |
dc.type | Proceeding Document | en |
Appears in Collections: | Business Administration - Proceeding Document |
Files in This Item:
File | Description | Size | Format | |
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Factors-Influencing-Online-buying.pdf | 401.29 kB | Adobe PDF | View/Open |
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