The Influence of Social Media and Perceived Logistics Service Quality: The Application of Expectation Confirmation Theory


ผศ.ดร.สิทธิ์ สุนทรายุทธ


Journal of Community Development Research (Humanities and Social Science)


The internet has changed the way business is conducted and the current online retail environment has presented new opportunities for both retailers and consumers. Regionally, Thailand was ranked number one in South East Asia in terms of online retail value. In addition, the popular channel for online information gathering is via social media and Thailand’s usage rate of social media is higher than the average global number. With the above information, it makes Thailand an interesting place to further investigate both social media and the online shopping context. To complete an online shopping transaction, the physical product needs to be delivered to the customer as the final step. Therefore, logistics services have been found as an important factor affecting customer satisfaction in this business. This research was conducted with the purpose to determine the relationships between the influence of social media and perceived logistics service quality on online purchase behavior and its consequences. The first objective is to determine whether communication via social media has a significant influence on online purchase behavior. In addition, the dimension of logistics service quality has been added, and the second objective to prove whether logistics has any influence on purchase behavior. Moreover, the third objective of this research is to determine the relationship between pre and post purchase behavior based on the mentioned variables. To achieve the objectives of this research, a conceptual model has been developed based on the framework of Expectation Confirmation Theory (ECT) and the Theory of Planned Behavior (TPB). To prove the relationship between the variables in the conceptual model, quantitative research based on self-administered questionnaires was conducted. The variables in this research are categorized into three main groups. First, the group of independent variables consists of peer communication of e-WOM via social media, click on social media advertisement, and perceived logistics service quality. The second group includes the variables based on the Theory of Planned Behavior, which include attitude towards online shopping, subjective norms, and perceived behavioral control. The third group is the group of dependent variables, which consists of online purchase behavior, satisfaction, and intention to repurchase. Questionnaires were distributed electronically and 375 sets were completely filled. However, only 345 of 375 sets of questionnaires passed the screening questions at a response rate of 92%. To verify the causal effect between each variable in the conceptual model, statistical analyses including reliability tests, factor analysis, correlation analysis, and multiple regression analysis, were employed. The results from the empirical analysis show that 10 out of 11 hypotheses were supported. First, peer communication of e-WOM via social media has a positive effect on online purchase behavior via the main three variables of TPB. Next, click on social media advertisement has also shown a result in the same direction. However, perceived logistics service quality was found not to have a significant effect on online purchase behavior but was found to have significant effect on satisfaction. Finally, the intention to repurchase was significantly influenced by satisfaction. The empirical results confirm the validity of both the Expectation Confirmation Theory and the Theory of Planned Behavior in the era of e-commerce and social media. For the implication of this research in e-commerce business, heavy attention should be paid to the usage of social media to influence consumers to buy online. Moreover, the quality of …

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