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.
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
