—The purpose of this study is to develop a
conceptual framework on the potential effects of electronic
word–of-mouth (eWOM) communication on consumers’
buying decision-making process in the low cost airline
industry. A thorough review of literature reveals three main
streams of factors affecting consumers’ buying decisionmaking
process involvement in eWOM in the low cost airline
industry. These issues are the information provided by eWOM
such as reviews, the creditability of channels used, volume of
eWOM; types of eWOM such as multiple transmission
channels, one to many channels, one to one channels and also,
their potential effects on different decision-making processes.
The samples are Thai consumers, which surfed on the internet
and social media for information about the low cost carriers.
Questionnaires will be distributed on-line to the samples from
Thai popular website communities and Thailand’s low cost
carriers Facebook sites (Air Asia Thailand, Fly Orient Thai,
and Nok airlines). Structural equation modeling using AMOS
will be used to analyze the hypothesized relationships. The
study expects to make key contributions for low cost airline
companies in setting their marketing plans and developing
online relationships with customers as well as contributions for
e-marketing management research.
—Electronic word-of-mouth, low cost airlines,
consumers’ buying decision-making process.
Weerawit Lertthaitrakul and Vinai Panjakajornsak are with the
Administration and Management College, King Mongkut’s Institute of
Technology Ladkrabang, Bangkok, CO 24130 Thailand (e-mail:
Cite: Weerawit Lerrthaitrakul and Vinai Panjakajornsak, "The Impact of Electronic Word-of-Mouth Factors on Consumers’ Buying Decision-Making Processes in the Low Cost Carriers: A Conceptual Framework," International Journal of Trade, Economics and Finance vol.5, no.2, pp. 142-146, 2014.