DSpace Community: ปริญญาเอก
http://dspace.bu.ac.th/jspui/handle/123456789/676
ปริญญาเอก2024-03-28T09:49:28ZOnline travel agencies in China: The impact of online reviews, trust, perceived risk, perceived ease of use, perceived usefulness and perceived enjoyment on purchase intention
http://dspace.bu.ac.th/jspui/handle/123456789/4975
Title: Online travel agencies in China: The impact of online reviews, trust, perceived risk, perceived ease of use, perceived usefulness and perceived enjoyment on purchase intention
Authors: Hanxin Zhang
Abstract: The purpose of this study is to better understand online consumer behaviour by analyzing these consumers' motivations and intentions leading them to purchase hotel rooms via online travel agencies (OTA). In particular, this paper seeks to demonstrate the impact levels of the following variables: electronic word-of-mouth (eWOM) (in the form of online reviews, or ORs), perceived risk (PR), trust (TR), perceived usefulness (PU), perceived ease of use (PEOU), perceived enjoyment (PE), and the dependent variable, purchase intention (PI). Quantitative research methods and structural equation modeling were applied in order to construct a conceptual model into which survey data collected from 438 respondents in China was then inputted. The results obtained using Structural Equation Model (SEM) analysis (significance level = 0.05) reveal four significant trends among the customers in the sample: (1) Online reviews and their three dimensions (volume (VO), valence (VA) and quality of online reviews (QA)) had a svignificantly negative impact on customers’ perceived risk, and a significantly positive impact on customers’ trust; (2) online reviews and the three dimensions thereof (VO, VA and QA) significantly affected purchase intention, as mediated by trust and perceived risk; (3) perceived ease of use significantly influenced both perceived usefulness and purchase intention; and, (4) perceived usefulness and enjoyment significantly influenced purchase intention. The results indicate that all of the independent variables could have significant impacts on online travel agency customers’ purchase intentions, and that these consumers’ attitudes and perceptions are critical factors affecting the motivation towards online hotel booking transactions, which in turn affects these tourists’ decision-making. The results of this study offer a valuable contribution to scholars’ efforts to address a critical knowledge gap in the field; further, this study proposes a potential framework for gaining a deeper understanding of consumer behavior and developing appropriate marketing strategies.
Description: Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 20212021-01-01T00:00:00ZHealth communication via Line and Thai seniors: Impacts of content type and message framing on audiences’ responses
http://dspace.bu.ac.th/jspui/handle/123456789/4787
Title: Health communication via Line and Thai seniors: Impacts of content type and message framing on audiences’ responses
Authors: Opaporn Pasvekin
Abstract: This research aims to investigate the strategies of health messages sent to Thai senior citizens in LINE application, and to examine whether health message strategies (content type and message framing) sent via LINE directly influence Thai senior citizens’ responses. A mixed research method (content analysis and survey) was used to find out the influences of health message strategies via LINE on senior audiences’ responses. Thirty-one health messages via two senior group LINEs (Young Happy and O-lunla Club) between September 8, 2018 and March 9, 2019 were analyzed to identify the category of health message strategies. Analysis results identified three categories of content type (informational, narrative, and mix of both) and three categories of message framing (gain-framed, loss-framed, and mix of both frames). 303 Thai senior citizens were purposively recruited from Thai senior schools and senior clubs to participate in an offline survey. Data were analyzed using frequency, mean, standard deviation, and Variance-based Structural Equation Modeling (VB-SEM) by applying the Partial Least Squares (PLS) technique. Analysis results suggest that a mix of informational and narrative messages was more persuasive. Gain-framed messages were more persuasive than loss-framed messages. Findings also reveal that health message strategies significantly influenced cognitive and behavioral responses, and that affective responses mediated the effect of cognitive responses on behavioral responses. Implications are provided for communication scholars, practitioners, and health promotion agencies to enhance the effectiveness of health messages targeting senior citizens.
Description: Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 20212021-01-01T00:00:00ZThai Millennials' Online Political Engagement: Investigating Mechanisms behind Their Motivation
http://dspace.bu.ac.th/jspui/handle/123456789/4786
Title: Thai Millennials' Online Political Engagement: Investigating Mechanisms behind Their Motivation
Authors: Poiluang Konsongsaen
Abstract: This study used the mixed-method research to examine the motivation and
engagement among the Thai millennials through online political communication on
Facebook of news agencies. The online survey (n = 225) and focus group interview
(n = 40) samples were Thai university students and first jobbers who regularly used
Facebook and subscribed to news agencies on Facebook. Applying the Selective
Exposure Theory, Spiral of Silence Theory, and Uses and Gratification Theory, the
study examined whether samples’ selective exposure and willingness to self-censor
influence their motivation for engaging with four types of political news content –
1) informational, 2) entertaining, 3) remunerative, and 4) relational content. The
Multiple Regression analysis results showed that samples’ willingness to self-censor
and selective exposure had an association with every engagement type of online
political news content. The analysis of focus groups also revealed emerging themes
that informants had motivations for engaging with relational and entertaining news
content. Accordingly, this research proposed the journey of online political
engagement on Facebook. These results are unique within the Thai Millennials
generation, for which the context of Thai culture, law, and regulation during the
period of conducting this research was further discussed. Future research should
clarify the differences in motivation between generations.
Description: Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 20212021-01-01T00:00:00ZEffect of spokesperson types and the use of first person pronoun in crisis communication on food organization reputation and purchase intention
http://dspace.bu.ac.th/jspui/handle/123456789/4281
Title: Effect of spokesperson types and the use of first person pronoun in crisis communication on food organization reputation and purchase intention
Authors: Sarinya Kongtieng
Abstract: This study aims to better understand the effectiveness of using spokespersons and first person pronouns in two crisis situation clusters on food organization’s reputations and purchase intentions. Two hundred and eight students were randomly assigned into 12 experiment groups, creating a 2 (crisis clusters: victim vs preventable) X 3 (spokesperson types: CEO vs cartoon vs non-spokespersons) X 2 (first person pronouns: “I” vs “we”) factorial design. Data were collected using a questionnaire and analyzed using mean, standard deviation, and 3-way MANOVA. The results showed no significant effects of using different spokesperson and first person pronoun types on organization reputations in both victim and preventable crisis situation clusters, but the different effects were found on purchase intentions in both crisis clusters. When the organization was in the victim situation cluster, using cartoon with “I” first person pronoun can generate the highest purchase intention score. In the preventable crisis cluster, using CEO with “I” first person pronoun can generate the highest purchase intention score.
Description: Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 20192019-01-01T00:00:00Z