อิทธิพลของเทคโนโลยีปัญญาประดิษฐ์ในยานยนต์และความผูกพันกับแบรนด์ของผู้บริโภค ที่ส่งผลต่อการสื่อสารปากต่อปากแบบอิเล็กทรอนิกส์

Decha Phalalert

Authors

Decha Phalalert College of Innovation Management, Rajamangala University of Technology Rattanakosin

Keywords:

AI quality, enjoyment, novel experiences, consumer brand engagement, electronic word-of-mouth

Abstract

The goals of this study are to study the influence of factors affecting electronic word-of-mouth communication among consumers. The concepts of Artificial Intelligence quality, enjoyment, novel experiences, and consumer brand engagement are applied in this research. 488 participants were collected by using a stratified sampling method. Results from ordered logistic regression analysis model. The Artificial Intelligence quality , novel experiences and consumer brand engagement have a significant positive influence on electronic word-of-mouth.

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