Relation between Electronic Word of Mouth Communication and Online Behavior of Choice Use Food Ordering Service Through Consumer Application in Lampang Province

Abstract

Marketing communication is a method by which marketers communicate a particular brand to consumers. Nowadays, where consumer behavior is increasingly technology-dependent, electronic word-of-mouth marketing communications have a great influence. This research was aimed to studythe relationship between electronic word-of-mouth communication (e-WOM) and consumer choice behavior in food ordering applications in Lampang Province. This research was a quantitative research using questionnaires as a tool to collect data from consumers who have used and have previously used food ordering applications such as Grab food and Food Panda in Lampang Province. After collecting the data, 347 complete questionnaires were obtained. The researchers tested the hypothesis by determining the Pearson correlation coefficient. Research findings were as followed. 1) The overall opinion level of electronic word of mouth communication in Lampang province is at a high level. When considering each aspect, social network word of mouth had the highest average rating. Respectively, VDO word of mouth and E-mail word of mouth were highly rated. 2) Overall, consumers behavior in choosing to use food ordering service via application in Lampang province was was high. Support from online emotions had the highest average rating. Respectively, effectiveness of information content and flow were highly rated. 3) Hypothesis testing was as followed.  Electronic Word of Mouth Communication had relationship with online consumer behavior with high correlation coefficient at 0.01 significance level.