MODERATING EFFECT OF CREDITABILITY ON THE RELATIONSHIP BETWEEN ONLINE MARKETING COMMUNICATION, WEB QUALITY AND CULTURE EXPERIENCE

摘要

The current study addresses the issue of online marketing communication to enhance the business activity through online users and netizens in Thailand The purpose of study entails the understanding of behavior of consumers who actively use web based and internet-based applications to purchase hotel services online at tourist places of Thailand The study depicted the overlooked variables cultural experience and website quality to determine the intention and call to action of consumer. Primary data analysis like descriptive, reliability of the models and both direct and indirect effects are examined as core methods in the study. Moreover, the study contribute in body of knowledge by explaining the relationship of credibility of online and internet-based applications for hotel booking. The sample was selected from tourists resorts of Thailand from three major spots including Bangkok, Phuket and Pattaya from netizens. The study found that user's experience and web site quality influence the decision making of user and credibility of source doesn't have any moderating effect in determining the call to action among netizens of Thailand.