Social Media Usage, Electronic Word of Mouth and Trust Influence Purchase-Decision Involvement in Using Traveling Services

Due to the widespread use of Social Media in Thailand, every company should develop their communications plan to be closer to their consumers via online interaction. Traveling Services in Thailand is one of the businesses that has to put emphasis on a360 degree feedback to immediately respond to the consumers’ needs and wants anywhere and anytime. Traveling Services Providers can increase consumers’ Purchase-Decision involvement by using Social Media as a means to create positive Electronic Word of Mouth which will consequently enhance Trust. This research has studied the factor that influence trust in using Traveling Services and Purchase-Decision involvement. The target population are people who live in Bangkok Metropolitan, Thailand who have experienced with Social Networks. In the data collection process, non-probability convenience and snowball sampling method have been applied by distributing only online based questionnaire survey to 390 respondents. To analyze the data in this study, Multiple Linear Regression (MLR) has been applied. Based on the result, Social Media Usage and Electronic Word of Mouth significantly influence Trust in using Traveling Services. Besides, Social Media Usage, Electronic Word of Mouth and Trust significantly influence Purchase-Decision involvement in using Traveling Services for Bangkokian.

Keywords – Electronic Word of Mouth, Purchase-Decision Involvement, Social media usage, Traveling Services, Trust