The Impact of Electronic Word-of-Mouth Factors on Consumers’ Buying Decision-Making Processes in the Low Cost Carriers: A Conceptual Framework

Abstract

Abstract-The purpose of this study is to develop a conceptual framework on the potential effects of electronic word-of-mouth (eWOM) communication on consumers' buying decision-making process in the low cost airline industry. A thorough review of literature reveals three main streams of factors affecting consumers' buying decisionmaking process involvement in eWOM in the low cost airline industry. These issues are the information provided by eWOM such as reviews, the creditability of channels used, volume of eWOM; types of eWOM such as multiple transmission channels, one to many channels, one to one channels and also, their potential effects on different decision-making processes. The samples are Thai consumers, which surfed on the internet and social media for information about the low cost carriers. Questionnaires will be distributed on-line to the samples from Thai popular website communities and Thailand's low cost carriers Facebook sites (Air Asia Thailand, Fly Orient Thai, and Nok airlines). Structural equation modeling using AMOS will be used to analyze the hypothesized relationships. The study expects to make key contributions for low cost airline companies in setting their marketing plans and developing online relationships with customers as well as contributions for e-marketing management research. I. INTRODUCTIONIt is widely recognized nowadays that air transportation has become a profound source of business facilitating the economic growth of many countries. This is because air aviation allows people from all over the world to comfortably connect with each other. The development of this transportation channel rallies around people not only seeking new and better markets but also gaining access to global suppliers. Businesses across countries can, therefore, be operated and connected with each other. According to IATA [1]. Aviation industries play a significant role in generating new marketing and business across the world. Producers can easily distribute their products into new markets. Boeing, which is an airplane building company, has predicted that more people will choose to travel by airplane during 2012 to 2031. Especially in South East Asia, the growth of new aviation routes will be increased on average by 7.6% every year. This business sector can generate 4,700,000,000 billion US$. The increase in this business sector is a consequence of the improvement of rules and regulations, the growing number of related infrastructure building to facilitate aviation business and the lenience of trade agreements [2].It has been found that in 2002, Low cost airlines which service Asia Pacific did not significantly influence the way the traditional market was operated. However, not so long after that, the low cost airline businesses in Asia Pacific grew rapidly and became the customers' choice. These low cost airlines include Tiger Airways, Virgin Blue, Cebu Pacific, Jetstar, Lion Air, and Air Asia. In Thailand, wellknown low cost airlines comprised Nok Air, One-two-go or Orient Thai and Thai Air Asia. Severa...

Getting Loan Clients to Recommend Financial Service Providers: The Role of Satisfaction, Trust and Information Quality

“…Second, the present study emphasizes the complementary role of trust and satisfaction in influencing consumer behaviour such as recommending service providers; these are two key factor that affect loyalty and long term relationship (Kim et al, 2009;Sahin et al, 2011). Third, unlike previous studies that have emphasized the role of satisfaction and trust in developing strong client recommendations of service providers (File & Prince, 1992;Jiang, Shang, & Liu, 2010;Brown et al, 2005;Lerrthaitrakul & Panjakajornsak, 2014), the present study, has validated that, in financial service context, quality information provision is also an important determinant of customer recommendation of service providers.…”

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Diversity in Unity: Perspectives from Psychology and Behavioral Sciences

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