UTCC International Journal of Business and Economics Content Page THE DETERMINANTS OF PURCHASE INTENTION OF HOTEL SERVICES Napassorn Plidtookpai and Chanin Yoopetch ………………………………………………….….3 THE PERCEIVED RISKS AND CUSTOMER DISSATISFACTION OF ONLINE SHOPPING – A SURVEY OF THAILAND MARKET Theeranuch Pusaksrikit and Jing Li ………………………………………..…………...…………25 THE INFLUENCE OF STRATEGIC ORIENTATION ON SME EXPORT SUCCESS: AN INVESTIGATION ON SUCCESS FACTORS OF SME EXPORTERS IN MYANMAR THROUGH PLSNC MODEL Soe Htet and Nattapan Buavaraporn ………………………………………..…………..…………37 THE RELATIONSHIP AMONG SOCIAL ENVIRONMENT, PERCEIVED VALUE, CUSTOMER SATISFACTION AND REPURCHASE INTENTION IN ICE CREAM FRANCHISE Zhenyi Qin and Panita Surachaikulwattana ………………………………..…………..…………75 A MODEL OF THE TOTAL INNOVATION MANAGEMENT OF PRIVATE HIGHER EDUCATION INSTITUTIONS IN THAILAND Ratchada Toopthong and Prompilai Buasuwan………………………………..….………………99 FACTORS INFLUENCING ADOPTION AND ACTUAL USAGE OF DIGITAL PAYMENT SYSTEMS IN THE ERA OF THAILAND 4.0 FOR THAI SOCIETY Suchat Kladkleeb and Rawin Vongurai ……………………………………..………..…….……117 THE INTENTION AND ADOPTION AFFECTING DECISION FOR USING ANDROID AND IOS OPERATING SYSTEM ON SMARTPHONE IN THAILAND Kritsadang Phanthumpong and Phusit Wonglorsaichon …………………..………....…………145 MANAGERIAL AND ORGANIZATIONAL ISSUES IN A POST-ACQUISITION MEDIUM–SIZE FOOD MANUFACTURING COMPANY IN SOUTHERN CHINA Xiyao He and Andreas Hild …………………………..……………………..………..…………163 MODEL OF RELATIONSHIP OF FACTORS INFLUENCING THE PERFORMANCE OF THE FOOD AND BEVERAGE BUSINESS IN THAILAND Kanyarat Teerathanachaiyakun …………………………………….....….……...……..………179 DETERMINANTS OF THE GROWTH OF STONE BUSINESS: A STUDY ON SYLHET DISTRICT OF BANGLADESH Saief Uddin Ahmed and Mehadi Amin Miah ……………………………………......….………199 Guide for authors ………………………………………………….....….…...………..…...…219 UTTC IJBE | 1 UTCC International Journal of Business and Economics UTTC IJBE | 2 UTCC International Journal of Business and Economics UTCC International Journal of Business and Economics (UTCC IJBE) Volume 11 Number 3, December 2019 THE DETERMINANTS OF PURCHASE INTENTION OF HOTEL SERVICES Napassorn Plidtookpai1, Chanin Yoopetch2 1Tourism and Hospitality Management, Mahidol University International College 2College of Management, Mahidol University [email protected], [email protected] Abstract In Thailand, tourism and hospitality industry significantly contributed to the growth Thai economy. With growing number of hotel developments, understanding the purchase intention of the customers can directly help the hotel executives to improve their service performance. This paper aims to explore the relationship of demographic factors, including other determinants, and purchase intention of hotel services in Thailand. The findings indicated that gender, income and age had impacts on the purchase intention. Therefore, the result of this study offers several business implications for hotel marketing department to focus on the right social media channel and properly target to most relevant market segmentation. Keyword: eWOM trustworthiness, information search behavior, purchase intention UTTC IJBE | 3 UTCC International Journal of Business and Economics (Nagarathinam, 2017). Digital marketing Introduction is also considered to be another method The internet changed the way people of promoting products and service consume the information. Traditional through digital platform, such as, hotel advertising is shifting to digital adverting direct website, social media, email platform, which allows the customer to marketing, applications, and search access to limitless information engines; this creates a major impact to (Labrecque, Esche, Mathwick, Novak, & brands and businesses where it is the Hofacker, 2013). In June 2017, foremost effective and fastest tool to Worldwide internet user were connect and interact with their customers 3,885,567,619 out of the total world ("Marketo," n.d.). Not only the digital era population of 7,519,028,970 (“Internet impact how businesses do their World Stats,” 2017). With 57 million of marketing, but it also affects the the total number of internet user in customer behavior as well. Many brands Thailand, 51 million are actively on and businesses have shifted from using social media in January 2018 (“We Are the traditional marketing to digital Social - Thailand Digital Index,” 2018). marketing to reach to their targeted Thailand Internet user in 2017 report customer more effectively. “Spending on conducted by Electronic Transactions digital advertising continues to rise over Development Agency (ETDA) time. In 2016, the spending increases by mentioned the rise of internet usage 17%, reaching 9,477 million baht, and especially for social media applications 2017 forecast is expected to increase by with the average time spent on social 24%,” (“Digital Advertising Association media at 234 minutes per day. The most of Thailand,” 2017). active social media platforms are There are several research studies Facebook (96.6%), LINE (95.8%), conducted on factor influencing YouTube (97.1%), and Instagram (56%). customer purchase intention. The Moreover, the research from DEI research conducted by Leung, Bai & WorldWide on "The impact of social Stahura (2015) found that customer media on purchasing behavior. Engaging experience on hotel social media Consumers Online," explained that social (Facebook & Twitter) sites influence the media platforms increase brand presence attitude on hotel booking. The study and brand reputation. 70% of information indicated that eWOM affects customers’ searched first-happen on the social media attitude on hotel booking. The research platform, 49% made their purchase focuses on two social media platform; intention based on the information found Twitter and Facebook by applying the on social media platforms, and 60% Four Alternative Attitude-Toward-the- shared the information found on social Ad Models in which this model does not media with their network (Kim & Ko, cover the influence of eWOM 2012) trustworthiness, hotel information Digital marketing is a tool in promoting behavior, and purchase intention. brands, products, and service on the This study intends to examine the most digital platform in order to reach to right influential factors on the purchase target customer in the real-time intention of consumers’ perception UTTC IJBE | 4 UTCC International Journal of Business and Economics toward the social media of 3 - 5 star made on hospitality products can be hotels in Bangkok. The social media, in divided into three phases of travel this case, applies to LINE, Facebook, and planning process: pre-trip phase, during- Instagram. With the positive growth of the-trip phase, and post-trip phase. tourism & hospitality sector, Bangkok Pre-trip Phase: According to Peng, Xu, & now offers 909 hotels in all stars, 762 Chen (2013), it is stated that tourists’ hotels contribute to 3-star to 5-star hotel. online search behaviors prior to making To be specific, 430 are 3-star, 241 are 4- any decision to book are motivated from star and 91 are 5-star. This includes their particular needs, such as, their international chains, local chains, and innovative needs, functional needs, or independent hotels (TripAdvisor, 2018). their artistic needs. Normally, tourists Facebook becomes one of the most usually spend time more than 60 days on aggressive social media channels for researching for hotel room prior to their hotels to make a presence of their brand traveling period and making the decision among 2.1 billion active users globally to book just prior to their arrival, which on June 2017 and 57 million in Thailand has the likelihood to come across hotel (“Statista - Facebook Users by Country,” social media platforms (Leung, Law, 2017). Facebook ranks second of the Van Hoof, & Buhalis, 2013). Research most important influential tools for social study on Trust in Travel-Related media marketing (Peltier, 2016). Consumer Generated Media Facebook becomes an engagement During-trip Phase: User-generated platform between users and brands. More content (UGC) on social media becomes than 1.8 billion people worldwide use a crucial source of information for Facebook to interact with brands, help travelers when looking for additional brands to build its awareness and target information of the destination, the right customers that will drive up destination awareness and selection their bookings in the future (Wein, 2017). (Leung, Law, Van Hoof, & Buhalis, Lanz, Fischhof, & Lee (2010) claimed 2013). Moreover, information exchanged that hotels use Facebook to communicate which included visual uploading, tagging and connect with their customers in five location, or even status posting at this ways – 1) provide special promotions and stage by the travelers can be concluded as information, 2. audience sourcing where an eyewitness report in real time. This their information will reach to the right kind of activities allows travelers to group of people, 3. check-in at the interact with others that can lead to location, 4. contest where certain type of information enriching of the products post can go viral easily, 5. e-shopping via (Fotis,Buhalis, & Rossides, 2012). The Facebook. purpose of people visited hotel's social media page is to utilize other people' experiences which also influences the Literature reviews attitude toward the social media page, social media experiences, and an Purchase intention influential source for decision making Leung, Law, Van Hoof, & Buhalis (Yoo, Gretzel,