EFFECTS OF EWOM, BRAND IMAGE, AND BRAND ATTITUDE ON CONSUMER’S WILLINGNESS TO PAY MORE IN THE LOW-COST AIRLINE INDUSTRY IN THAILAND

Abstract

Stakeholders in airline market currently pay attention on the consumers’ opinion and comments posted on the social media platform since it affects to the brand of airline, competitiveness, and their innovation direction. The aim of this study is to examine the influence of conversations in social media and information posting on various internet platforms on consumers' willingness to pay more in the context of low-cost airline market. The article also describes a study focusing on the moderating role of brand attitude and brand image toward customers’ willingness to pay more on airfare. For this purpose, a conceptual model was developed and was validated through structural equation modeling (SEM) based on surveys of 246 experience low cost airline passengers who seek related information from websites and social medias. The results confirm that eWOM has a significant direct effect on brand image but not brand attitude nor willingness to pay more. In addition, the finding also reveals the fully mediating impacts of brand image and brand attitude on eWOM and willingness to pay more.