อิทธิพลของเทคโนโลยีปัญญาประดิษฐ์ในยานยนต์และความผูกพันกับแบรนด์ของผู้บริโภค ที่ส่งผลต่อการสื่อสารปากต่อปากแบบอิเล็กทรอนิกส์

เดชา  พละเลิศ

ผู้แต่ง

เดชา พละเลิศ วิทยาลัยนวัตกรรมการจัดการ มหาวิทยาลัยเทคโนโลยีราชมงคลรัตนโกสินทร์

คำสำคัญ:

คุณภาพของเทคโนโลยี AI, ความเพลิดเพลิน, ประสบการณ์ใหม่, ความผูกพันกับแบรนด์ของผู้บริโภค, การสื่อสารปากต่อปากแบบอิเล็กทรอนิกส์

บทคัดย่อ

การวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาอิทธิพลของปัจจัยที่ส่งผลต่อการสื่อสารปากต่อปากแบบอิเล็กทรอนิกส์ โดยมีกรอบแนวคิดของงานวิจัยประยุกต์จาก คุณภาพของเทคโนโลยี AI ความเพลิดเพลิน ประสบการณ์ใหม่ และความผูกพันกับแบรนด์ของผู้บริโภค การสื่อสารปากต่อปากแบบอิเล็กทรอนิกส์ เก็บข้อมูลด้วยวิธีการสุ่มตัวอย่างแบบชั้นภูมิ จำนวน 488 คน และวิเคราะห์ข้อมูลด้วยการวิเคราะห์ถดถอย
โลจิสติกแบบเรียงลำดับ ผลการวิจัย พบว่า คุณภาพของเทคโนโลยี AI ประสบการณ์ใหม่ และ ความผูกพันกับแบรนด์ของผู้บริโภคมีอิทธิพลเชิงบวกอย่างมีนัยสำคัญต่อการสื่อสารปากต่อปากแบบอิเล็กทรอนิกส์

References

Affenzeller, J. (2017). ERTRAC: The European Road Transport Research Advisory Council. Automated Driving: Safer and More Efficient Future Driving, 607-610. https://doi.org/10.1007/978-3-319-31895-0_32

Ahn, J. J., Choi, E. K., and Joung, H. W. (2020). Does Gender Moderate the Relationship among Festival Attendees’ Motivation, Perceived Value, Visitor Satisfaction, and Electronic Word-of-Mouth. Information, 11(9), 412. https://doi.org/10.3390/info11090412

Akdim, K. (2021). The influence of eWOM. Analyzing its characteristics and consequences, and future research lines. Spanish Journal of Marketing-ESIC, 25(2), 239-259. https://doi.org/10.1108/SJME-10-2020-0186

Aldholay, A. H., Isaac, O., Abdullah, Z., and Ramayah, T. (2018). The role of transformational leadership as a mediating variable in DeLone and McLean information system success model: The context of online learning usage in Yemen. Telematics and Informatics, 35(5), 1421-1437. https://doi.org/10.1016/j.tele.2018.03.012

Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., and Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767. https://doi.org/10.1016/j.jretconser.2019.01.016

Anisimova, T., Weiss, J., and Mavondo, F. (2019). The influence of corporate brand perceptions on consumer satisfaction and loyalty via controlled and uncontrolled communications: a multiple mediation analysis. Journal of Consumer Marketing, 36(1), 33-49. https://doi.org/10.1108/JCM-05-2017-2199

Ansary, A., and Nik Hashim, N. M. (2018). Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12(4), 969-1002. https://doi.org/10.1007/s11846-017-0235-2

Augusto, M., and Torres, P. (2018). Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity. Journal of retailing and Consumer Services, 42, 1-10. https://doi.org/10.1016/j.jretconser.2018.01.005

Bhimavarapu, R., Mohanty, P. K., Acharya, A., and Gupta, M. (2021). Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth. Australasian Journal of Information Systems, 25, 1-20. https://doi.org/10.3127/ajis.v25i0.3199

Bollen, K. A. (1989). Structural equations with latent variables. (Vol. 210). John Wiley & Sons.

Bolton, R. N. (2011). Comment: Customer engagement: Opportunities and challenges for organizations. Journal of Service Research, 14(3), 272-274. https://doi.org/10.1177/1094670511414582

Brodie, R. J., Ilic, A., Juric, B., and Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114. https://doi.org/10.1016/j.jbusres.2011.07.029

Davidson, R. J. (2003). Seven sins in the study of emotion: Correctives from affective neuroscience. Brain and Cognition, 52(1), 129-132. https://doi.org/10.1016/S0278-2626(03)00015-0

Decock, J., Van Looy, J., Bleumers, L., and Bekaert, P. (2014). The pleasure of being (there?): An explorative study into the effects of presence and identification on the enjoyment of an interactive theatrical performance using omnidirectional video. Ai & society, 29, 449-459. https://doi.org/10.1007/s00146-013-0487-6

Demir, D., and Yıldız, S. Y. (2021). The mediating role of consumer engagement in the effect of social media marketing on electronic word-of-mouth intention. Business & Management Studies: An International Journal, 9(2), 649-661. https://doi.org/10.15295/bmij.v9i2.1816

Duan, Y., Edwards, J. S., and Dwivedi, Y. K. (2019). Artificial intelligence for decision making in the era of Big Data–evolution, challenges and research agenda. International Journal of Information Management, 48, 63-71. https://doi.org/10.1016/j.ijinfomgt.2019.01.021

Gupta, P., and Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of business research, 63(9-10), 1041-1049. https://doi.org/10.1016/j.jbusres.2009.01.015

Hair Jr, J. F., Matthews, L. M., Matthews, R. L., and Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123. https://doi.org/10.1504/IJMDA.2017.087624

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., and Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073

Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., and Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45, 884-905. https://doi.org/10.1007/s11747-017-0541-x

Huang, M. H., and Rust, R. T. (2021). Engaged to a robot? The role of AI in service. Journal of Service Research, 24(1), 30-41. https://doi.org/10.1177/1094670520902266

Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261. https://doi.org/10.1016/j.jretconser.2016.02.004

Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of management journal, 33(4), 692-724. https://doi.org/10.5465/256287

Kalyan, J. and Sreepavani, V. (2020). Implications Of Artificial Intelligence In Manufacturing Industry With Special Focus On Automotive Manufacturing (Cars). Journal of critical reviews, 7(15), 3722-3728.

Karim, M. W., Chowdhury, M. A., Al Masud, M. A., and Arifuzzaman, M. (2021). Analysis of Factors influencing Impulse Buying behavior towards e-tailing sites: An application of SOR model. Contemporary Management Research, 17(2), 97-126. https://doi.org/10.7903/cmr.20457

Koricanac, I. (2021). Impact of AI on the Automobile Industry in the US. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3841426

Lerrthaitrakul, W., and Panjakajornsak, V. (2014). The impact of electronic word-of-mouth factors on consumers' buying decision-making processes in the low cost carriers: a conceptual framework. International Journal of Trade, Economics and Finance, 5(2), 142-146.

Lien, C. H., and Cao, Y. (2014). Examining WeChat users’ motivations, trust, attitudes, and positive word-of-mouth: Evidence from China. Computers in human behavior, 41, 104-111. https://doi.org/10.1016/j.chb.2014.08.013

Limna, P., Siripipatthanakul, S., and Phayaphrom, B. (2021). The role of big data analytics in influencing artificial intelligence (AI) adoption for coffee shops in Krabi, Thailand. International Journal of Behavioral Analytics, 1(2), 1-17. https://ssrn.com/abstract=3944075

Mariani, M., and Borghi, M. (2021). Customers’ evaluation of mechanical artificial intelligence in hospitality services: a study using online reviews analytics. International Journal of Contemporary Hospitality Management, 33(11), 3956–3976. https://doi.org/10.1108/IJCHM-06-2020-0622

McCarthy, J., Minsky, M. L., Rochester, N., and Shannon, C. E. (2006). A Proposal for the Dartmouth Summer Research Project on Artificial Intelligence, August 31, 1955. AI Magazine, 27(4), 12. https://doi.org/10.1609/aimag.v27i4.1904

McLean, G., and Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224. https://doi.org/10.1016/j.chb.2019.07.002

Mehrabian, A., and Russell, J. A. (1974). An approach to environmental psychology. Cambridge: MIT Press.

Meyer, C., and Schwager, A. (2007). Understanding customer experience. Harvard business review, 85(2), 116.

Nanggong, A., and Mohammad, A. (2020). The impact of cultural tourism experience on electronic word-of-mouth (e-WOM) and destination image. Diponegoro International Journal of Business, 3(2), 68-79. https://doi.org/10.14710/dijb.3.2.2020.68-79

Park, M., and Lennon, S. J. (2009). Brand name and promotion in online shopping contexts. Journal of Fashion Marketing and Management: An International Journal, 13(2),149-160. https://doi.org/10.1108/13612020910957680

Phan, Q., Pham, T. N., and Nguyen, L. H. (2020). How to drive brand engagement and EWOM intention in social commerce: A competitive strategy for the emerging market. Journal of Competitiveness, 12(3), 136–155. https://doi.org/10.7441/joc.2020.03.08

Poushneh, A., and Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234. https://doi.org/10.1016/j.jretconser.2016.10.005

Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., and Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management, 21, 100621. https://doi.org/10.1016/j.jdmm.2021.100621

Rather, R. A., Tehseen, S., and Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing-ESIC, 22(3), 319-337. https://doi.org/10.1108/SJME-06-2018-0030

Rouibah, K., Al-Qirim, N., Hwang, Y., and Pouri, S. G. (2021). The Determinants of eWoM in Social Commerce: The Role of Perceived Value, Perceived Enjoyment, Trust, Risks, and Satisfaction. Journal of Global Information Management (JGIM), 29(3), 75-102. https://doi.org/10.4018/JGIM.2021050104

Schmitt, B. (1999). Experiential marketing. journal of marketing managemen, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496

Serra-Cantallops, A., Ramon-Cardona, J., and Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing-ESIC, 22(2), 142-162. https://doi.org/10.1108/SJME-03-2018-0009

So, K. K., King, C., and Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329. https://doi.org/10.1177/1096348012451456

Sung, E. C., Bae, S., Han, D. I. D., and Kwon, O. (2021). Consumer engagement via interactive artificial intelligence and mixed reality. International journal of information management, 60, 102382. https://doi.org/10.1016/j.ijinfomgt.2021.102382

Syam, N., and Sharma, A. (2018). Waiting for a sales renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice. Industrial marketing management, 69, 135-146. https://doi.org/10.1016/j.indmarman.2017.12.019

Van Noort, G., Voorveld, H. A., and Van Reijmersdal, E. A. (2012). Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers' online flow experience. Journal of Interactive Marketing, 26(4), 223-234. https://doi.org/10.1016/j.intmar.2011.11.002

Venkatesh, V., Thong, J. Y. L., and Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412

Yim, M. Y., Chu, S. C., and Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39(1), 89-103. https://doi.org/10.1016/j.intmar.2017.04.0