ความเป็นผู้นำทางความคิดกับการมีส่วนร่วมของสมาชิกในกลุ่มสังคมออนไลน์ด้านการท่องเที่ยว

สุดารัตน์ แสงแก้ว; ปิยวรรณ สิริประเสริฐศิลป์; ประภัสสร วรรณสถิตย์

doi:10.14456/mjba.2019.7

Authors

สุดารัตน์ แสงแก้ว คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏเชียงใหม่
ปิยวรรณ สิริประเสริฐศิลป์ คณะบริหารธุรกิจ มหาวิทยาลัยแม่โจ้
ประภัสสร วรรณสถิตย์ คณะบริหารธุรกิจ มหาวิทยาลัยแม่โจ้

DOI:

https://doi.org/10.14456/mjba.2019.7

Keywords:

Opinion leadership, Participation, Online community, Tourism

Abstract

The participation of members of the online community is a key factor for sustainability of a virtual society. Lack of participation makes no movement and eventually arrives at the death stage. Therefore, the study of the effect of opinion leadership and participation is the main objective of this research. Self-efficacy theory and fundamental interpersonal relationship orientation theory were applied to explain the driving forces of members’ behavior. An online survey was conducted on Pantip.com, which is a highly popular forum in Thailand, in order to obtain empirical results on this topic. The data were analyzed using Structural Equation Modeling statistics for 331 respondents. The results showed that opinion leadership has a positive influence on participation in the online community, which consists of posting and replying to the topic in the forum. In addition, the important behaviors of the opinion leadership in tourism are innovativeness in tourism and product involvement. These results are of benefit to the online tourism users and to companies which depend on the online community.

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