The relationship between eWOM credibility, consumer’s trust, and intention to visit a café based on the café story Facebook page

Abstract

The purpose of this research is to explore eWOM credibility, consumer’s trust, and intention to visit a café based on the Café Story Facebook page and to explore the relationship between these three variables. This research employs a quantitative approach through an online survey, data are collected from 250 target samples who are Thai millennials, aged between 25-40 years old, and follow the Café Story Facebook page. The findings depict that the respondents considered eWOM on the Café Story Facebook page highly credible (M = 4.36). The respondents also highly trust the page (M = 4.19), with cognitive trust receiving the highest score (M = 4.24). Moreover, the respondents show that they have a high intention to visit the suggested cafés (M = 4.39). Pertaining to the relationship among the variables, the results illustrate that eWOM credibility is positively related to consumer’s trust (r = 0.66), moderate relationship with cognitive trust (r = 0.63), and affective trust (r = 0.57). The relationship between eWOM credibility and intention to visit a café show a moderate positive relationship (r = 0.42). Furthermore, the results also illustrate that consumer’s trust is positively related to intention to visit a café (r = 0.52); intention to visit a café had a moderate relationship with cognitive trust (r = 0.48), and affective trust (r = 0.47).