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Channels of electronic word-of-mouth affecting consumers' buying decision-making process in the Low Cost Carriers (LCCs)
Author(s)
Lerrthaitrakul, Weerawit
Panjakajornsak, Vinai
Date Issued
January 1, 2014
Type
Article
Abstract
Word-of-mouth is one of the most powerful sources of information which customers often search for or consult about to help them make a careful decision before purchasing things. It can be seen that after using products or services, consumers may use the internet not only for expressing their comments and opinions about using the products or services online but they can also easily share information about the products and services with others. Consumers' reviews and evaluations can be written in different electronic forms. This study, therefore, attempts to investigate characteristics of electronic word-of-mouth that affects consumers' buying decision-making process in the Low Cost Carriers (LCCs) market. The data in this study was collected from participants who have experienced purchasing their low-cost airline ticket after reading product information from online review sites and social media networks. The results from this study significantly indicate that the electronic word-of-mouth channel plays an important role in customers' decision-making when purchasing their low cost airline ticket. Based on these results, the low cost airline companies should create effective marketing plans and develop online relationship strategies to ensure that potential customers can receive information about products and services in various electronic forms.
Citation
Research Journal of Business Management, 8(4), 367-378, 2014