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The Influence of Valance of Online Comment Impact to the Perceived Trustworthiness of Online Review and the Purchase Intention: the Case Study of Brand Trust and Valance of Online Comment Moderator |
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| รหัสดีโอไอ | |
| Creator | 1. Siwapong Ruengkul 2. Pattana Boonchoo |
| Title | The Influence of Valance of Online Comment Impact to the Perceived Trustworthiness of Online Review and the Purchase Intention: the Case Study of Brand Trust and Valance of Online Comment Moderator |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2558 |
| Journal Title | Journal of information systems in Business JISB |
| Journal Vol. | 1 |
| Journal No. | 1 |
| Page no. | 6 |
| Keyword | Valence of Online Comment, Brand Trust, Purchase Intention |
| ISSN | 2465-4264 |
| Abstract | This study was the experimental research (One-shot Case Study) which controlled the amount and the characteristic of the positive and negative comments. The questionnaire was employed as a tool to collect the data. The participants of this study were the 160 university students aged 18-23 who used the internet in Bangkok. The data were analyzed by using Simple Linear Regression Analysis and Multiple Regression Analysis methods. |
