{ "@context": "http://202.29.54.157/api-context", "@id": "http://202.29.54.157/api/items/3864", "@type": [ "o:Item", "bibo:Thesis" ], "o:id": 3864, "o:is_public": true, "o:owner": { "@id": "http://202.29.54.157/api/users/5", "o:id": 5 }, "o:resource_class": { "@id": "http://202.29.54.157/api/resource_classes/88", "o:id": 88 }, "o:resource_template": { "@id": "http://202.29.54.157/api/resource_templates/2", "o:id": 2 }, "o:thumbnail": { "@id": "http://202.29.54.157/api/assets/1310", "o:id": 1310 }, "o:title": "Impact of Platform Differences in Electronic WordOf-Mouth Credibility on Consumer Purchase\nIntention", "thumbnail_display_urls": { "large": "http://202.29.54.157/files/asset/c9c6d62165b51da889abf73b9fa7b2b71880b6b4.png", "medium": "http://202.29.54.157/files/asset/c9c6d62165b51da889abf73b9fa7b2b71880b6b4.png", "square": "http://202.29.54.157/files/asset/c9c6d62165b51da889abf73b9fa7b2b71880b6b4.png" }, "o:created": { "@value": "2026-09-22T05:05:19+00:00", "@type": "http://www.w3.org/2001/XMLSchema#dateTime" }, "o:modified": { "@value": "2026-10-06T06:18:44+00:00", "@type": "http://www.w3.org/2001/XMLSchema#dateTime" }, "o:media": [ { "@id": "http://202.29.54.157/api/media/3865", "o:id": 3865 } ], "o:item_set": [ { "@id": "http://202.29.54.157/api/item_sets/27", "o:id": 27 } ], "o:site": [ { "@id": "http://202.29.54.157/api/sites/4", "o:id": 4 }, { "@id": "http://202.29.54.157/api/sites/12", "o:id": 12 }, { "@id": "http://202.29.54.157/api/sites/13", "o:id": 13 } ], "dcterms:title": [ { "type": "literal", "property_id": 1, "property_label": "Title", "is_public": true, "@value": "Impact of Platform Differences in Electronic WordOf-Mouth Credibility on Consumer Purchase\nIntention" } ], "dcterms:creator": [ { "type": "literal", "property_id": 2, "property_label": "Creator", "is_public": true, "@value": "Gao Ke" } ], "dcterms:subject": [ { "type": "literal", "property_id": 3, "property_label": "Subject", "is_public": true, "@value": "Word-of-mouth advertising" }, { "type": "literal", "property_id": 3, "property_label": "Subject", "is_public": true, "@value": "Internet marketing" }, { "type": "literal", "property_id": 3, "property_label": "Subject", "is_public": true, "@value": "Social media marketing" }, { "type": "literal", "property_id": 3, "property_label": "Subject", "is_public": true, "@value": "Electronic commerce" }, { "type": "literal", "property_id": 3, "property_label": "Subject", "is_public": true, "@value": "Consumer behavior" }, { "type": "literal", "property_id": 3, "property_label": "Subject", "is_public": true, "@value": "Interpersonal relations" } ], "dcterms:description": [ { "type": "literal", "property_id": 4, "property_label": "Description", "is_public": true, "@value": "This study aims to: 1. examine the impact of electronic word-of-mouth (eWOM) credibility on consumer purchase intention; 2. explore the effects of relationship strength and self-disclosure on eWOM credibility; and 3. assess the moderating role of platform type (social media vs. online shopping platforms) in these relationships. A total of 400 valid responses were collected from four major cities in China using structured questionnaires. The research focused on four key variables: relationship strength, self-disclosure, platform type, and eWOM credibility. Structural equation modeling (SEM) and multi-group analysis were employed to test the proposed framework and hypotheses. The findings reveal that: 1. both relationship strength and self-disclosure significantly enhance eWOM credibility; 2. eWOM credibility partially mediates the relationship between relationship strength, self-disclosure, and consumer purchase intention; and 3. platform type significantly moderates these effects. Specifically, relationship strength exerts a stronger influence on eWOM credibility on social media platforms, while self-disclosure has a greater impact on online shopping platforms. This study contributes to the theoretical understanding of digital consumer behavior by integrating platform-specific dynamics into the analysis of eWOM communication. It also offers practical insights for optimizing eWOM strategies across different types of digital platforms.\n\nKeywords: electronic word-of-mouth credibility, platform type, purchase intention, tie strength, self-disclosure" } ], "dcterms:publisher": [ { "type": "literal", "property_id": 5, "property_label": "Publisher", "is_public": true, "@value": "Bansomdejchaopraya Rajabhat University. Office of Academic Resources and Information Technology" } ], "dcterms:contributor": [ { "type": "literal", "property_id": 6, "property_label": "Contributor", "is_public": true, "@value": "Nusanee Meekaewkunchorn" }, { "type": "literal", "property_id": 6, "property_label": "Contributor", "is_public": true, "@value": "Chaiyawit Muangmee" }, { "type": "literal", "property_id": 6, "property_label": "Contributor", "is_public": true, "@value": "Tatchapong Sattabut" } ], "dcterms:date": [ { "type": "literal", "property_id": 7, "property_label": "Date", "is_public": true, "@value": "2025" } ], "dcterms:created": [ { "type": "literal", "property_id": 20, "property_label": "Date Created", "is_public": true, "@value": "2026-09-22" } ], "dcterms:modified": [ { "type": "literal", "property_id": 24, "property_label": "Date Modified", "is_public": true, "@value": "2026-09-22" } ], "dcterms:issued": [ { "type": "literal", "property_id": 23, "property_label": "Date Issued", "is_public": true, "@value": "2026-09-22" } ], "dcterms:type": [ { "type": "literal", "property_id": 8, "property_label": "Type", "is_public": true, "@value": "thesis" } ], "dcterms:format": [ { "type": "literal", "property_id": 9, "property_label": "Format", "is_public": true, "@value": "application/pdf" } ], "dcterms:source": [ { "type": "literal", "property_id": 11, "property_label": "Source", "is_public": true, "@value": "TH 658.872 G3I 2025" } ], "dcterms:language": [ { "type": "literal", "property_id": 12, "property_label": "Language", "is_public": true, "@value": "eng" } ], "dcterms:identifier": [ { "type": "uri", "property_id": 10, "property_label": "Identifier", "is_public": true, "@id": "https://opacb.bsru.ac.th/cgi-bin/koha/opac-detail.pl?biblionumber=129922&query_desc=kw%2Cwrdl%3A%20Gao%20Ke", "o:label": "ลิงค์ข้อมูลในระบบ Matrix" } ], "dcterms:rights": [ { "type": "literal", "property_id": 15, "property_label": "Rights", "is_public": true, "@value": "Bansomdejchaopraya Rajabhat University" } ], "bibo:degree": [ { "type": "literal", "property_id": 63, "property_label": "degree", "is_public": true, "@value": "Degree of Doctor of Philosophy" }, { "type": "literal", "property_id": 63, "property_label": "degree", "is_public": true, "@value": "Doctoral degree" }, { "type": "literal", "property_id": 63, "property_label": "degree", "is_public": true, "@value": "Business Administration Program (International Program)" }, { "type": "literal", "property_id": 63, "property_label": "degree", "is_public": true, "@value": "Bansomdejchaopraya Rajabhat University" } ] }