Factors Impacting Positive WOM of Online Shopping of Gen Z Customers in Thailand

The authors investigated factors influencing positive Word-of-Mouth (WOM) of Thai Generation Z online buyers. The population of this study was the online buyers who were Gen Z. They studied at a large private university which is located in the province of Pathum Thani. The samples of 309 participants were gathered with survey method using the questionnaires. Most respondents were females at the age of around 20 years of age. They mostly spent around 10,001 to 20,000 baht each month for their spending. The products that they purchased online the most were fashion and healthcare products respectively. Most purchased online items from social networking sites such as Facebook. Multiple regression analysis was implemented. The researchers revealed that only security, perceived usefulness, and brand affiliation motivation had positively influencing positive WOM of online Gen Z shoppers in Thailand. The results of this research could be useful for online business owners especially the ones who wanted positive WOM by Gen Z consumers.