Effect of online word of mouth on the behavioural intentions of customers in Chinese domestic airline industry

Overview

The proposed study aims at analysing the influence of online word-of-mouth on behavioural intentions of Chinese domestic airline customers. The study will analyse if information disbursed through different online mediums in the form of word of mouth influences behavioural intentions.

Research method

Positivist philosophy and deductive strategy provide a theoretical foundation, descriptive research design sets the road map, and quantitative research choice will be made to achieve the research purpose. Following hypotheses are developed to check the relationship between online word of mouth and customers’ behavioural intentions:
H1: Positive word of mouth positively influences the behavioural intentions of customers in Chinese domestic airline industry

Target population and sample

Chinese customers of domestic airlines make the target population of this research. The targeted sample size is 200. Before that, a small pilot study with 30 customers will be conducted to confirm reliability.

Research instrument

A structured questionnaire with a 5-point, agreement scale. The variables will be measured by adapting the scales proposed by previous studies.

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