Abstract
Electronic Word-of-Mouth (eWOM) plays an important role as a new marketing tool in many countries nowadays. eWOM has been used through social media such as Facebook, Instagram, etc. eWOM in social media allows a continuous connection to a broad audience. Line application is the latest social media introduced in 2011. This study thus explored factors impacting on the eWOM intention via Line application which is a famous social media used, especially in Thailand. The four factors (user preference, user similarity, user interaction and user concern for others) drawn from Consumer Behaviors theory and two factors (ease of use, and usefulness) drawn from Technology Acceptance Model (TAM) theory were used in this study. The samples of 196 respondents were collected by using convenience sampling method via Google form survey. Multiple regression with stepwise method was used to analyze the data. The results showed that user preference, Line ease of use and Line usefulness have positive relationship with eWOM, while user similarity, user interaction and user concern have no relationship with eWOM. For theoretical contribution, the study expanded the application of TAM to explore the changing consumer behaviors and eWOM. For managerial implication, this study could help marketer develop marketing strategies that allow businesses to build on communication platform. Keywords: Electronic Word-of-Mouth, Consumer Behaviors Theory, Technology Acceptance Theory, Line Application
Published Version
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