The Casual Model of Intention to Word of Mouth on Social Media Platforms in Thailand

Abstract

The main purpose of this research is to developed causal relationship model and determine the influencing factors that impact to intention to word of mouth on social media platforms in Thailand. A self – administered questionnaire was developed then was distributed to social media users in Thailand. Four hundred and eighty completed questionnaires were analyzed by using path analysis to prove the structure equation model.

The verification of the total direct and indirect effect factors on intention to word of mouth on social media platforms in Thailand was influenced by Information credibility, Information quality, Attitude forward information, Information usefulness and Information adoption with statistically significant at the 0.01

The results completely acceptable fit all of the hypotheses with path analysis that Information credibility, Information quality, Attitude forward information, Information usefulness and Information adoption had impacts to intention to word of mouth on social media platforms in Thailand with statistically significant at the 0.01