A Causal Relationship Model of Word-of-Mouth and Online Purchasing Intention through Social Commerce Platform
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his research aims to study the factors that affect word-of-mouth and online purchasing intention through social commerce platform and to demonstrate the causal model of factors that affect word-of-mouth and online purchasing intention through social commerce platform. The samples are 250 consumers who had experience of using social commerce platform for buying goods or services. The research instrument was a questionnaire by simple random sampling. The Structural Equation Model analysis by Partial Least Squares technique. The results found that the most influential factor affecting word-of-mouth and online purchasing intention through social commerce platform is the particularized trust towards members on the social commerce platform by the product endorsement by members, quality assurance of shared information, trust disposition, and familiarity with members. The structural equation model can explain the word-of-mouth intention through social commerce platform at 55.90 percent (R2 = 0.559, R2 adj = 0.556) and the online purchasing intention through social commerce platform at 68.40 (R2 = 0.684, R2 adj = 0.682). The results of this research are beneficial to online business entrepreneurs through social commerce platform and stakeholders to increase the word-of-mouth and online purchasing intention through social commerce platform with the particularized trust towards members on the social commerce platform by the product endorsement by members, quality assurance of shared information, trust disposition, and familiarity with members, respectively.
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ภาษาไทย
สำนักงานพัฒนาธุรกรรมทางอิเล็กทรอนิกส์. (2561). รายงานผลการสำรวจพฤติกรรมผู้ใช้ อินเทอร์เน็ตในประเทศไทย ปี 2561 (Thailand Internet User Profile 2018). สืบค้นเมื่อวันที่ 3 มกราคม 2563, แหล่งที่มา https://www.etda..th/publishing-detail/thailand-internet-user-profile-2018.html
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