Moderating effect of creditability on the relationship between online marketing communication, web quality and culture experience

• Autorzy: Khruanamkham Sukhon , Joemsittiprasert Watcharin

Identyfikatory

DOI

10.17512/pjms.2019.19.2.19

Warianty tytułu

PL

Umiarkowany wpływ zdolności kredytowej na związek między komunikacją marketingową online, jakością internetu i doświadczeniem kulturowym

• Języki publikacji: EN

Abstrakty

EN

The current study addresses the issue of online marketing communication to enhance the business activity through online users and netizens in Thailand. The purpose of study entails the understanding of behavior of consumers who actively use web based and internet-based applications to purchase hotel services online at tourist places of Thailand. The study depicted the overlooked variables cultural experience and website quality to determine the intention and call to action of consumer. Primary data analysis like descriptive, reliability of the models and both direct and indirect effects are examined as core methods in the study. Moreover, the study contribute in body of knowledge by explaining the relationship of credibility of online and internet-based applications for hotel booking. The sample was selected from tourists resorts of Thailand from three major spots including Bangkok, Phuket and Pattaya from netizens. The study found that user’s experience and website quality influence the decision making of user and credibility of source doesn’t have any moderating effect in determining the call to action among netizens of Thailand.

PL

Obecne badanie dotyczy kwestii komunikacji marketingowej online w celu zwiększenia aktywności biznesowej poprzez użytkowników online i internautów w Tajlandii. Celem badania jest zrozumienie zachowań konsumentów, którzy aktywnie korzystają z aplikacji internetowych i internetowych do zakupu usług hotelowych online w miejscach turystycznych Tajlandii. Badanie przedstawiało przeoczone zmienne doświadczenia kulturowe i jakość strony internetowej w celu określenia intencji i wezwania do działania konsumenta. Analiza danych pierwotnych, takich jak opisowe, wiarygodność modeli oraz zarówno efekty bezpośrednie, jak i pośrednie, są badane jako podstawowe metody w badaniu. Co więcej, badanie stanowi wkład w wiedzę, wyjaśniając związek wiarygodności aplikacji internetowych i internetowych do rezerwacji hoteli. Próba została wybrana spośród ośrodków turystycznych Tajlandii z trzech głównych miejsc, w tym z Bangkoku, Phuket i Pattaya od internautów. Badanie wykazało, że doświadczenie użytkownika i jakość witryny wpływają na podejmowanie decyzji przez użytkownika, a wiarygodność źródła nie ma żadnego wpływu łagodzącego w określaniu wezwania do działania wśród internautów Tajlandii.

Słowa kluczowe

EN

online marketing communication; web quality; behavior of consumers; Thailand

PL

komunikacja marketingowa online; jakość sieci; zachowania konsumentów; Tajlandia

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2019
• Tom: Vol. 19, No. 2
• Strony: 231--239
• Opis fizyczny: Bibliogr. 30 poz., rys., tab.

Twórcy

autor

Khruanamkham Sukhon

• Graduate School, Suan Sunandha Rajabhat University, Bangkok, Thailand

autor

Joemsittiprasert Watcharin

• Division of Business Administration, ASA College, New York, USA

Bibliografia

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).