| 摘要: | Since e-commerce is widely used in hospitality and tourism industry, and the intangibility of hospitality product nature, the online review or electronic word-of-mouth (eWOM) is one of the information source that consumers will read before they make an online accommodation reservation. Therefore, the purpose of this study is to examine the relationship among product placement, eWOM, perceived risk, and perceived trust in online accommodation booking. Convenience sampling was adopted for this study and the questionnaires were distributed in Bangkok, Thailand from February 8th to 15th, 2016 for data collection. Factor analysis, reliability test, simple regression, hierarchical multiple regression, and Pearson product moment correlation coefficient analysis were used for data analysis. Research result have shown that product placement and perceived trust is mediated by eWOM. |
