泰國消費者對網路訂房置入性行銷、網路口碑態度、知覺風險與知覺信任之研究

CCUR > College of International Studies and Foreign Languages > English Program of Global Business > Thesis > Item 987654321/33698

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/33698

Title:	泰國消費者對網路訂房置入性行銷、網路口碑態度、知覺風險與知覺信任之研究 The Relationships among Product Placement,eWOM, Perceived Risk, and Perceived Trust in Online Accommodation Booking in Thailand
Authors:	盧燕玲 RUJIREKSEREEKUL, WICHITTRA
Contributors:	全球商務碩士學位學程碩士班
Keywords:	eWOM Product Placement Perceived Risk Perceived Trust Online Accommodation Booking
Date:	2016-06
Issue Date:	2016-08-17 13:55:26 (UTC+8)
Abstract:	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.
Appears in Collections:	[English Program of Global Business] Thesis

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