The Influence of Percevie Value,Trust and Satisfaction's Tourist Effect to Word of Mouth of Pomelo in Nakhon Prathom Province

Authors

  • Worapitcha Chanaudomroj Faculty of, Business Administration, Rajamangala University of Technology Rattanakosin
  • Surasit Udomthanavong Faculty of Business Administration, Thai-Nichi Institute of Technology
  • Naspapas Thenchan Faculty of Business Administration, Rajamangala University of Technology Rattanakosin

Keywords:

Perceived Value, Trust, Word of Mouth

Abstract

The objectives of this research were 1)to study the behavior of tourists in purchasing pomelo in Nakhon Pathom Province; 2)to study the perception of value. And 3)to examine the coherence of the influential causal model of perceived value. (Quality and cost-effectiveness), trust, satisfaction, and referrals were survey research. Collect data by questionnaire by sample The 400 tourists aged 20 years and over who bought pomelo in Nakhon Pathom Province from Multi Stage Sampling were analyzed using descriptive statistics such as percentage, mean, standard deviation and body analysis. Structural equation model (SEM) using Smart PLS program 3.0 The results showed that Mean and standard deviation of tourists who buy pomelos in Nakhon Pathom Province in overall was at a high level and when considering each aspect by ordering the aspects with the average from highest to lowest as follows: perceived quality value (  = 4.17, SD = 0.493), word of mouth (  = 4.17, SD = 0.487), perceived economic value (  = 4.11, SD = 0.496), satisfaction (  = 4.09, SD = 0.538), trust (  = 4.08, SD = 0.529) and structural equation model analysis results. To study the relationship of factors affecting word-of-mouth recommendations of tourists who buy pomelos in Nakhon Pathom Province, it was found that. The structural equation model relationship of 1)Perceived value directly influenced trust and satisfaction was equal to 0.717 and 0.319 2)Trust has a direct influence on word of mouth and satisfaction is 0.259 and 0.519, respectively. 3)Satisfaction has a direct influence on word of mouth  is 0.474. Statistics at .01 level.

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Published

2022-07-27

Issue

Section

บทความวิจัย (Research article)