Causal Relationship between Electronic Word of Mouth and Purchase Intention of Consumers in Thailand
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Abstract
This empirical research aims 1) to investigate the antecedents of electronics word-of-mouth (eWOM) of consumers in Thailand 2) to analyze confirmatory factors of electronic word-of-mouth affecting purchase intention of consumers in Thailand and 3) to study antecedents of electronics word-of-mouth affecting purchase intention of consumers in Thailand. This research used mixed method and content analysis was used to analyze the qualitative data. The results were consistent with the literature review. In the quantitative research, the structural model results indicated model fit with the empirical data. Volume was positively affected purchase intention. Volume and argument quality positively affected purchase intention via information usefulness and eWOM. Valence and source credibility positively affected purchase intention via eWOM credibility and eWOM. The eWOM antecedents explained purchase intention 74% at significant level .05
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