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 sampling and snowball sampling were used to conduct the research from students of HCU through a Google online questionnaire, and a total of 412 valid samples were obtained. The study used the methods of descriptive analysis (percentage, frequency, mean and standard deviation), and inferential statistics deploy path analysis and mediation effect analysis.This study found that there is a significant positive effect of electronic word of mouth on attitude, subjective norm, and perceived behavioral control, but this study found that the effect of electronic word of mouth on online buying intention is not significant. Meanwhile, there are significant positive effect of attitude, subjective norm, and perceived behavioral control on the intention to online buying. At the same time, attitudes, subjective norms, and perceived behavioral control play a fully mediating role between eWOM and online buying intentions.
