บทบาทของการสื่อสารแบบปากต่อปากบนอินเทอร์เน็ตที่มีอิทธิพลต่อ ความไว้วางใจ และภาพลักษณ์ของตราสินค้าในการจองโรงแรม ของกลุ่มคนไทยเจเนอเรชั่น Z
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บทคัดย่อ
งานวิจัยชิ้นนี้ศึกษาเกี่ยวกับอิทธิพลของการสื่อสารแบบปากต่อปากบนอินเทอร์เน็ตที่มีต่อความไว้วางใจ และภาพลักษณ์ของตราสินค้าในการจองโรงแรมของกลุ่มคนไทยเจเนอเรชั่น Z ในประเทศไทย เก็บรวบรวมข้อมูลโดยใช้แบบสอบถามกับผู้ตอบแบบสอบถาม 420 คน ที่มีประสบการณ์ในการจองโรงแรมบนช่องทางแบบออนไลน์ภายในระยะเวลาไม่เกิน 1 ปี วิเคราะห์ข้อมูลโดยใช้โมเดลสมการโครงสร้างเพื่อนำเสนอแนวคิดอิทธิพลของการสื่อสารแบบปากต่อปากบนอินเทอร์เน็ตที่มีต่อความไว้วางใจ และภาพลักษณ์ของตราสินค้าในการจองโรงแรมของกลุ่มคนไทยเจเนอเรชั่น Z ผลการศึกษาพบว่า การสื่อสารแบบปากต่อปากบนอินเทอร์เน็ตมีผลต่อความไว้วางใจ และภาพลักษณ์ของตราสินค้าในการจองโรงแรมของกลุ่มคนไทยเจเนอเรชั่น Z โดยเฉพาะอย่างยิ่งกับผู้บริโภคกลุ่มคนไทยเจเนอเรชั่น Z มีแนวโน้มที่จะไว้วางใจต่อรีวิวออนไลน์ และเลือกโรงแรมที่มีภาพลักษณ์ที่ดี
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บทความที่นำมาสมัครลงตีพิมพ์ในวารสารต้องไม่เคยได้รับการตีพิมพ์เผยแพร่มาก่อน และไม่ส่งต้นฉบับบทความซ้ำซ้อนกับวารสารอื่น รวมทั้งผู้เขียนบทความต้องไม่ละเมิดหรือคัดลอกผลงานของผู้อื่น
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