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


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


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.