The Effects of Perceived Usefulness of Social Media, Online Resource and Perceived risk on e-WOM of Consumers Purchasing Passenger Car Segment in Thailand

Abstract

COVID-19 has changed the buying behavior of vehicles in Thailand. Facebook is the most popular social media platform in Thailand. But very rare research in the field of electronic word of mouth (e-WOM) of consumers purchasing on passenger car segment in Thailand. However various theories provide various variables that affect online e-WOM. Then the concept of perceived usefulness of social media, online resource, perceived risk and e-WOM concept has applied as a conceptual framework for this research. This quantitative research aimed to study the causal relationship model of e-WOM of consumers purchasing on passenger car segment in Thailand on Facebook platform in Thailand with 320 samples with an online questionnaire via Facebook community and analyzing with the structural equation modeling. As the results, the perceived usefulness of social media and online resource have indirectly through perceived risk and exposure to e-WOM of consumers purchasing on passenger car segment. Moreover, perceived risk also has directly affected to e-WOM of consumers purchasing on passenger car segment in Thailand on Facebook platform with statistical significance at the .01 level.