Generation C's Internet Searching Behavior and The Factors Influencing the Intention to Follow Electronic Word-Of-Mouth in Online Hotel Reservations

Kobkrit Rakjit, Sarunya Lertputtarak


With growing competitiveness in the hotel industry, related businesses should take full advantage of the internet. It is important to understand attitudes towards eWOM (electronic word-of-mouth), which is related to trust in eWOM and customers’ intentions to follow eWOM. Therefore, the main purpose of this study was to study a model of hedonic features, utilitarian features, trust in eWOM, and attitudes towards eWOM. The concept of Generation C addresses the lifestyle of people living in the digital age, and was used to guide the selection of 400 samples from Generation C in Thailand.

 The results showed that hedonic and utilitarian features do have an effect on trust in eWOM; trust in eWOM has an effect on attitudes towards eWOM; and attitudes towards eWOM have an effect on the intention to follow eWOM among individuals of Generation-C in Thailand. Therefore, the hotel reservation businesses should provide hedonic website features by creating a unique website, also with enough information to fulfil consumer needs; this can influence the trust and attitudes of consumers when making purchasing decisions.


Electronic Word-of-Mouth, Hotel reservations, Internet searching behavior, Generation C

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Assumption University
Hua Mak Campus,
Ram Khamhaeng 24 Rd., Hua Mak,
Bang Kapi, Bangkok 10240, Thailand.