Main Article Content
Nowadays, “E-Commerce” has grown dramatically and become a multi-billion U.S. dollar business due to the widespread of the Internet usage and its continuingly improving connection speed. With the arrival of online social network a several years ago, many “E-Commerce” websites have evolved to take advantage of its ability to connect customers with their friends, to update and to shares news, events or products and promotion online. These fascinating features bring about the birth of “Social Commerce”. The paper aims to empirically investigate the impacts of the website qualifications and online social network on consumers’ purchase intention from deal-of-the-day websites that features discounted gift certificates usable at local or national companies. A survey method approach was employed in this study. The information was gathered from 400 respondents who were using both online social network and deal-of-the-day websites in Thailand, whilst the hypotheses in the proposed model were tested using multiple regression analysis. The results revealed that antecedents of trust in product recommendation from online social network were perceived benevolence/integrity, perceived ability, and perceived critical mass. The trust in product recommendations was found to have an important impact on customers’ intention to purchase products/services from deal-of-the-day website. While Custom Satisfaction was found to be an important predictor of Website Loyalty, customers’ trust in deal-of-the-day websites was also found to be an important intervening variable between trust in product recommendations and customers’ intention to purchase products/services. From a practical perspective, companies can increase their customers’ purchase intention by encouraging trustworthy and powerful members in customers’ online social communities to provide positive product recommendations. They should also emphasize on improving the trustworthiness of their social commerce websites. The major contribution of this study is that it is the first attempt to investigate the impact of online social network on customers’ intention to purchase products/services from deal-of-the-day websites in emerging economies.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All rights reserved. Apart from citations for the purposes of research, private study, or criticism and review,no part of this publication may be reproduced, stored or transmitted in any other form without prior written permission by the publisher.
Arndt, J. (1967) The Hypothesis of a Dominance Theory of Information Source. Academy of Marketing Science Journal 9(4), 337-351.
Babbie, R. E. (2001) Educational Researcher. March 2001 30, pp. 3-13.
Boonnoon, J. (2010) Thai Internet Users Turn to eCommerce. Retrieved August 4, 2011, from https://www.nationmultimedia.com/home/2010/05/05/business/Thai-Internet-users-turn-to-e-commerce-30128624.html
Boyd, D. M. & Ellison, N. B. (2007) Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication 13(1), 210–230. Retrieved June 29, 2011, from https://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html.doi: 10.1111/j.1083-6101.2007.00393.x.
Bolton, R. N. & Drew, J. H. (1991) A Multistage Model of Customers’ Assessments of Service Quality and Value. Journal of consumer research, 17(4), 375-384.
Brown, T. J., Barry, T. E., Dacin, P. A. & Gunst, R. F. (2005) Spreading the Word: Investing Antecedents of Consumers’ Positive Word-of-Mouth Intentions and Behaviors in Retailing Context. Journal of Academy of marketing science 33(2), 123-138.
Bruder, J. (2011, March 09) In Groupon’s $6 Billion Wake, a Fleet of Start-ups, New York Time. Retrieved July 18, 2011, from https://www.nytimescom/2011/03/10/business/smallbusiness/ 10sbiz.html
Caceres, R. C. & Paparoidamis, G. N. (2007) Service Quality, Relationship Satisfaction, Trust, Commitment and Business-to-Business Loyalty. European Journal of Marketing 41(7/8), 836 – 867.
Carmines, G. E. and Zeller, R. A. (1979) Reliability and Validity Assessment. Beverly Hills, CA: Sage University Press.
Cavana, R. Y., Delahaye, B. L. and Sekaran, U. (2001) Applied Business Research: Qualitative and quantitative Methods. Milton, Queensland: John Wiley & Sons.
Chia, C. L. (2003) A Critical Appraisal of Customer Satisfaction and E-Commerce. Managerial Auditing Journal 18(3), 202 – 212.
Cohen, L. D. (2009) Virtual “Tipping Point” Leverages Group Deals.Retrieved July 18, 2011, from https://www.reuters.com/article/2009/06/10/us-grouponididUSTRE5592K720090610
Dabholkar, P. A. (1996) Consumer Evaluations of New Technology-Based Self-Service Options: An Investigation of Alternative Model of Service Quality. International journal of Research in Marketing 13(1), 29-51.
De Wulf, K. (2001) Web Site Quality: What Makes Online Customers Loyal to Your Site. Journal of Relationship Marketing 2(1/2), 69-83.
Dennison, G., Braun, S. B. & Chetuparambil, M. (2009) Social Commerce Defined. Copyright IBM Corporation.
Dick, A. S. & Basu, K. (1994) Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science 22(2), 99 - 113.
Fung, R. K. K. & Lee, M. K. O. (1999) EC-Trust (Trust in Electronic Commerce): Exploring the Antecedent Factors. In Proceedings of the 5th Americas Conference on Information Systems, Edited by W. Haseman & D. Nazareth, pp. 517-519. Charlotte, NC: Association for Information Systems.
Gefen, D. (2000) E-Commerce: the Role of Familiarity and Trust. Omega: The International Journal of Management 28(6), 725-737.
Granovetter, M. & Soong, R. (1983) Threshold Models of Diffusion and Collective Behavior. The Journal of Mathematical Sociology 9(3), 165–79.
Gummerus, J., Liljander, V., Pura, M. & Riel, A. V. (2004) Customer Loyalty to Content-Based Web Sites: the Case of an Online Health-Care Service. Journal of Service Marketing 18(3), 175–186.
Hallowell, R. (1996) The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study. International Journal of Service Industry Management 7(4), 27–42.
Hajli , M. (2013) A research framework for social commerce adoption. Information Management & Computer Security 21(30): 144-154
Hsiao, K. L., Lin, J. C. C., Wang, W. Y., Lu, H. P. & Yu, H. (2010) Antecedents and Consequences of Trust in Online Product Recommendations: An Empirical Study in Social Shopping. Online Information Review 34(6), 935 – 953.
Jarvenpaa, S. L. & Tractinsky, N. (1999) Consumer trust in an internet store: a cross-cultural validation. Journal of Computer Mediated Communication 5(2), 1-35.
Jarvenpaa, S. L. & Leidner, D. E. (1999) Communication and Trust in Global Virtual Teams. Journal of Computer-Mediated Communication 3(4). doi: 10.1111/j.1083-6101.1998.tb00080.x
Kim, Y., Sohn, D. & Choi, S. (2011) Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students. Computers in Human Behavior 27(1), 365-372
Lin, H. F. (2007) The Impact of Website Quality Dimensions on Customer Satisfaction in the B2C E-commerce Context. Total Quality Management & Business Excellence 18(4), 363-378. doi: 10.1080/14783360701231302
Mayer, R. C., Davis, J. H. & Schoorman, F. D. (1995) An Integrative Model of Organizational Trust. The Academy of Management Review 20(3), 709-734.
Marsden, P. & Kirby, J. (2006) Connected Marketing the Viral, Buzz and Word of Mouth Revolution, Copyright@ 2006, Elsevier Ltd. All right reserved.
Marshall, G. W. & Johnston, M. W. (2010) Marketing Management. Irwin, NY: McGraw-Hill.
McKnight, D. H., Choudhury, V. & Kacmar, C. (2002) Developing and Validating Trust Measures for E-Commerce: An Integrative Typology. Information Systems Research 13(3), 334-359.
Miller, R. (2002) The Legal and E-Commerce Environment Today. Florence: Thomson Learning.
National Statistics Office (2010) E-commerce trading value in Thailand Retrieved April 15, 2011, from https://service.nso.go.th/nso/web/statseries/statseries22.html
Naveen, D. & Garcia, A. (1999) The Internet Shopper. Journal of Advertising Research 39(3), 52-58
Norizan, K. & Nor, A. A. (2010) The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, Trust, and Loyalty In E-Commerce Settings: A Cross Cultural Analysis. Asia Pacific Journal of Marketing and Logistics 22(3), 351 – 371.
Nunnally, J. C. (1978) Psychometric Theory, 2nd ed., New York, NY: Mcgraw-Hill.
Pavlou, P. A. (2003) Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce 7(3), 101-134.
Ranaweera, C. & Prabhu, J. (2003) The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention in a Continuous Purchasing Setting. International Journal of Service Industry Management 14(4), 374-395. DOI: 10.1108/09564230310489231.
Reichheld, F. F. & Schefter, P. (2002) E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review 78(4), 106–110.
Resnick, P. & Zeckhauser, R. (2002) Trust among Strangers in Internet Transactions: Empirical Analysis of eBay’ s Reputation System. In The Economics of the Internet and E-commerce (Advances in Applied Microeconomics, Volume 11), edited by Michael R. Baye, pp. 127-157. Greenwich, CT: JAI Press.
Ribbink , D., Allard C. R., Liljander V. & Streukens, S. (2004) Comfort Your Online Customer: Quality, Trust and Loyalty on the Internet. Managing Service Quality 14(6), 446–456.
Robert, Y. C., Brian, L. D. & Uma, S. (2001) Applied Business Research: Qualitative and Quantitative Methods. Milton, Queensland: Wiley and Sons.
Rousseau, D., Sitkin, M., Burt, R. & Camerer, C. (1998) Not So Different after All: A Cross-Discipline View of Trust. Academy of Management Review 23(3), 393-404.
Saniotis, A. (2007) Changing Ethics in Medical Practice: A Thai Perspective. Indian Journal of Medical Ethics 4(1), 24-25.
Semeijn, J., Allard C. R., Van Riel C. R. A., Van Birgelen J. H. M. & Streukens, S. (2005) E-services and offline fulfilment: Howe-loyalty is created. Managing Service Quality 15(2), 182–194.
Sheth, J. N., Newman, B. I. & Gross, B. L. (1991) Why We Buy What We Buy: A Theory of Consumption Values. Journal of business Research 22(2), 159-170
Ho, S. H. & Ko, Y. Y. (2008) Effects of Self-Service Technology on Customer Value and Customer Readiness: The Case of Internet Banking. Internet Research 18(4), 427–446.
Smith-Lovin, L. & Heise, D. (1982) A Structural Equation Model of Impression Formation. In Multivariate Applications in the Social Sciences, edited by Hirschberg, N. & Humphreys, L. G., pp. 195-221. Hillsdale, NJ: Lawrence Erlbaum Associates.
Solorzano, R. (2011) Forecast of eCommerce Sales in 2011 and Beyond. Retrieved June 7, 2011, from https://www.fortune3.com/blog/category/ecommerce-news/
Sooksong, E. (2010) Ensogo the First Mover. Positioning Magazine.
Stephen, A. T. & Toubia, O. (2010) Deriving Value from Social commerce Networks. Journal of Marketing Research, Forthcoming. Retrieved June 23, 2011, from https://ssrn.com/abstract=1150995doi: 10.2139/ssrn.1150995.
Suwannapirom, S. & Lertputtarak, S. (2006) An Investigation of the Relationships among Service Quality, Customer Satisfaction, Customer Loyalty, and Word-Of-Mouth Communication in a Retail Store in Chachoensao Province Thailand. Journal of Science, Technology, and Humanities 3(2), 127-138.
Tams, S. (2009) Trust-Building in Electronic Markets: Relative Importance and Interaction Effects of Trust-Building. In Value Creation in e-Business Management, edited by Nelson, M. L., Shaw, M. J. & Troy J. Strader, pp. 143-154. Berlin: Springer-Verlag.
Tsoukatos, E. & Rand, G. K. (2006) Path Analysis of Perceived Service Quality, Satisfaction and Loyalty in Greek Insurance. Managing Service Quality 16(5), 501–519.
Thorsten, H. T. & Klee, A. (1997) The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development. Psychology & Marketing 14(8): 737–764.
Valente, W. T., (1996) Social Network Threshold in the Diffusion of Innovation. Social Network 18(1996), 69-89.
Van Riel, A. C. R., Lemmick, J., Streukens, S. & Liljander, V. (2004) Boost Customer Loyalty with Online Support: The Case of Mobile Telecoms Provides. International Journal of Internet Marketing and Advertising 1(1), 4-23
Wongwita, P. (2011) Facebook รุกฆาต! บุกโซเชี่ยลคอมเมิร์ซเต็มรูปแบบเปิด Facebook Deals. Retrieved June 28, 2011, from https://www.pawoot.com/facebook-deals
Waites, D. (2011) Coupon to Ride. Business Report Thailand (September 2011), 41-43.
Yamane, T. (1967) Elementary Sampling Theory. Englewood Cliffs, NJ: Prentice Hall.
Tan, Y. H. & Thoen, W. (2000) Toward a Generic Model of Trust for Electronic Commerce. International Journal of Electronic Commerce 5(2), 61-74
Wang, Y. S., Wang, Y. M., Lin, H. H. & Tang, T. I. (2003) Determinants of User Acceptance of Internet Banking: An Empirical Study. International Journal of Service Industry Management 14(5), 501–519.
Zhou, T. Lu, Y. & Wang, B. (2009) The relative importance of website design quality and service quality in determining consumers’ online repurchase behavior. Information Systems Management 26(4), 327-337