• ISSN: 2010-023X
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing: Engineering & Technology Digital Library, ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2014 Vol.5(2): 142-146 ISSN: 2010-023X
DOI: 10.7763/IJTEF.2014.V5.357

The Impact of Electronic Word-of-Mouth Factors on Consumers’ Buying Decision-Making Processes in the Low Cost Carriers: A Conceptual Framework

Weerawit Lerrthaitrakul and Vinai Panjakajornsak
Abstract—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.

Index Terms—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: khunweerawit@gmail.com, vinaidba6@gmail.com).

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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.

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