The Impact of Electronic Word-of-Mouth (eWom) Marketing on Purchase Intentions for Products and Services in Bangkok.

Abstract

          The research topic is about “The effect of electronic word-of-mouth (eWOM) marketing communication on consumer purchase intentions in Bangkok.” aims to study 1) The significance level of electronic word-of-mouth (eWOM) communication among consumers in Bangkok. 2) The significance level of purchase intentions for products and services among consumers in Bangkok. And 3) The factors of electronic word-of-mouth (eWOM) communication influencing the purchase intentions of consumers in Bangkok. Data collection was conducted through a questionnaire targeting a sample of 400 individuals who had received information from eWOM and made purchase decisions for products and services in Bangkok. Statistical tools used for data analysis included Percentage, Mean, Standard Deviation, and Multiple Regression Analysis.

          The research findings revealed the following 1) The overall significance of electronic word-of-mouth (eWOM) communication in influencing consumer purchase intentions in Bangkok was rated at the highest level, with source credibility identified as the most critical factor. 2) The overall significance of purchase intentions was also rated at the highest level, with information provided by well-known or reputable individuals enhancing credibility and strongly influencing purchase intentions. 3) Hypothesis testing indicated that aspects of eWOM, including source credibility, satisfaction and trust in opinions, and the influence of opinion leaders, significantly affect consumer purchase intentions at a 0.05 statistical significance level.