THE INFLUENCE OF INFORMATION SOURCES ON TRUST AND INTENTION TO USE HOSTEL SERVICE

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ธนภัทร ศรีวัฒนะ เอก บุญเจือ วรัท วินิจ

Abstract

This experimental research aimed to examine the influences of three information sources which are celebrity, customer, and travel expert recommendations on (1) trust and (2) intention
to use hostel service. Data were collected from 180 postgraduate students in classroom settings. Data were analyzed using descriptive statistics, one-way ANOVA and post-hoc comparison, incorporating with select-cases analysis in order to examine the difference of trust and intention to use the service among three information sources in general, as classified by gender, and age. Results indicated that respondents who read customer recommendation had higher trust on information than those who read celebrity recommendation. Respondents who read travel expert recommendation had higher intention to share hostel information on their own Facebook than those who read celebrity recommendation. Additionally, females who read customer recommendation had higher trust on information than females who read travel expert recommendation. However, no significant difference was found among male groups. For respondents aged 21-25, a group that read customer recommendation had the highest trust on information. Additionally, a group of age
21-25 who read travel expert recommendation had higher intention to share hostel information on their own Facebook than those who read celebrity recommendation. Lastly, the 21-25 years old group who read customer recommendation had higher intention to recommend the hostel to friends than those who read celebrity recommendation.

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How to Cite
ศรีวัฒนะธ., บุญเจือเ., & วินิจว. (2019). THE INFLUENCE OF INFORMATION SOURCES ON TRUST AND INTENTION TO USE HOSTEL SERVICE. Panyapiwat Journal, 11(2), 17-29. Retrieved from https://www.tci-thaijo.org/index.php/pimjournal/article/view/207317
Section
Research Article

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