| Research Title |
Beyond the Context: How the Source Credibility of Content Creators Influences Consumers' Hedonic Experience of Using TikTok towards Restaurants |
| Date of Distribution |
27 March 2024 |
| Conference |
| Title of the Conference |
การประชุมวิชาการระดับชาติและนานาชาติด้านบริหารธุรกิจและการบัญชี 2567 The International and National Conference on Business Administration and Accountancy 2024 (INCBAA 2024) |
| Organiser |
เครือข่ายสถาบันการศึกษาแห่งภูมิภาคด้านบริหารธุรกิจ (Thailand Regional Business Schools Network: TRBS NET) |
| Conference Place |
Crystal Hotel Hat Yai, Hat Yai |
| Province/State |
Songkhla, Thailand |
| Conference Date |
23 February 2024 |
| To |
23 February 2024 |
| Proceeding Paper |
| Volume |
2024 |
| Issue |
1 |
| Page |
120-133 |
| Editors/edition/publisher |
Faculty of Management Sciences, Prince of Songkla University 15 Kanjanavanich Road, Hat Yai, Songkhla 90112 Thailand |
| Abstract |
This study seeks to explore the impact of source credibility perceptions among TikTok content creators on customers' hedonic experiences with restaurant related
TikTok content. The sampling strategy involved purposive selection, focusing on Thai
individuals aged 18 and above, born between 1981 and 2005, spanning both Generations
Y and Z. Participants recently used TikTok to engage with content related to food and beverages, including content from restaurants, influencers, and former customers. An
online questionnaire and on-site sampling at restaurants were both used to gather the
data set. Subsequently, regression analysis was utilized to assess the hypotheses. The
study highlighted that photos and videos about restaurants on TikTok posted by restaurant operators and former customers influence consumers’ hedonic experience toward restaurants’ TikTok. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
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Publication
Journal Publication
ไทย