AN INFLUENCE OF E-WOM AND A MODERATING ROLE OF BRAND ATTITUDE ON IT PRODUCT PURCHASE INTENTION IN BANGKOK, THAILAND

In the age of digitalization, it could not be ignored that electronic Word of Mouth as a part of electronic commerce may be consistent with competitive circumstances. This research paper aims to examine the behavioral intention of Bangkokian in perceiving and processing the information through online medias before purchasing IT products. It is convinced that the research finding could be a useful guidance in the age when digitalization. 398 Bangkokians, capable in reviewing other’s comments or reviews through online medias for the supportive information in evaluating the IT products, has been surveyed for this research. Convenience and snowball sampling techniques are used as the sampling methodology. The results obtained from this research have revealed that out of three quality dimensions measured (electronic Word of Mouth, brand attitude and purchase intention), electronic Word of Mouth has significant impact on brand attitude. Apart from that, both electronic Word of Mouth and brand attitude also have a significant positive relationship on purchase intention. However, there are no significant differences in willingness to purchase IT products among the two genders. The electronic Word of Mouth may be difficult to be occurred due to the fact that it is generated by real users yet it can be created from true admiration of firm’s product or services and strong determination to share their reviews to potential user. In summary, eWOM is one major driver of sales performance the time when internet became mainstream

FACTORS AFFECTING PURCHASE INTENTION TOWARD ALMOND MILK: A CASE STUDY OF THAI EXPERIENCED AND INEXPERIENCED CONSUMERS

The healthy trend has been grown rapidly in Thailand market since a few years ago. There are many kinds of healthy products which provided to the consumers. Also, almond milk is one of a new face to the market. The objective of study this research is to examine the factor of affecting Thai people’s purchase intention toward almond milk. The researcher used an online and offline survey to develop and distribute questionnaires to the sample of the Thai population. The target populations were both Thai people who ever purchased and never purchase almond milk before. The researcher reached the data 386 respondents by conducting the simple linear regression, the multiple linear regression and independent sample t-test to analyze the hypotheses. The results showed that health consciousness and environmental attitude have a positive influence on attitude toward almond milk in the first model. The second model, the result showed attitude toward almond milk also has a positive influence to purchase intention. Furthermore, the result of the independent sample t-test was significant between people who ever purchased and people who never purchase for attitude toward almond milk in the third model. But, the result of the independent sample t-test was no significant different in purchase intention between people who ever purchased and people who never purchase almond milk before in the last model.

ONLINE MARKETING COMMUNICATION POTENTIAL PRIORITIES FOR CHINESE GEN X AND GEN Y PURCHASING THAILAND CONDOMINIUM

The purpose of this study is to identify the aspects of online marketing communication potential priorities for Gen X and Gen Y Chinese purchasing Condominiums in Thailand. During covid-19, most of the companies try to find a way of online marketing communication potential priorities to attract potential clients. Online marketing communications are moving towards connections between individual users and customers, rather than being delivered to millions of consumers through a marketing agency. Anyone now can just become as effective in communicating information of an entity, both from the  positive and negative aspects, rather than a larger company advertising by itself. Furthermore, online marketing contact is important to develop the brand and create marketing plan in future for a company. The sample (n = 450) was gathered by using convenient sampling techniques via distributing online questionnaires. The data were analyzed by using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to confirm the goodness of fit of themodel and hypotheses testing. The study analyzed that there is no significance of online relationship communication, online interactive communication, methods for prioritization of OMC for future potential of OMC. However online advertising, online public relations, mobile communication, prioritization of OMC have significant direct or indirect effect on future potential of OMC. The findings illustrated that online advertising that includes online display advertisement, banners or video advertising, Search engine advertising, and online application and optimizing the online public relationship can drive customers to purchase condominiums in Thailand. The results of this research do not completely represent all customers who have intentions to purchase condominiums in Thailand, and the research factors do not cover all possible variables. The study have shown the importance of online marketing communication priorities for real estate companies and help businesses to develop online marketing communication approaches in their decision making process. The study represents original findings to investigate and examine the influences on online marketing communication potential priorities for Chinese Gen X and Gen Y customers purchasing condominiums in Thailand, and thus adding in to a green field of lacking in theory as well as concrete instructions