Serial Mediation of Customer Satisfaction and Continuance Intention in the Relationship between Motivations and Purchase Intention of Promotional Facebook Page Users in Thailand

 

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Received:
December 11, 2024

Revised:
February 9, 2025

Accepted:
February 24, 2025

Lalida Kaewshai
Doctoral Candidate of Philosophy Program in Business Administration,

Martin de Tours School of Management and Economics, Assumption University

(Corresponding Author)
Dr.Marissa Chantamas

Lecturer of Albert Laurence School of Communication Arts,

Assumption University

 

 

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Keywords:

Uses and Gratifications, Continuance Intention, Purchase Intention, Promotional Facebook Page, Social Media

ABSTRACT

Social media platforms have evolved from personal communication tools to essential commercial channels. The rapid interaction capabilities facilitate close and fast communication between consumers and businesses. The effectiveness of social media fosters the popularity of digital marketing through social media. Currently, types of affiliate marketing or social media that feed information, deals, and promotions have become widespread. Then, the study examines the factors of use and gratifications of promotional Facebook page usage and the mediating roles of customer satisfaction and continuance intention on the relationship between motivations and purchase intention. The primary data was collected using purposive sampling and a questionnaire survey. A sample of 306 respondents subscribed, liked, and visited promotional Facebook pages at least once a month. Structural equation model analysis was employed to confirm the proposed model. The research findings revealed the effect of utilitarian value, information consumption, and social and entertainment value on purchase intention through a full mediation effect of customer satisfaction and continuance intention. The study provides several critical theoretical contributions for academic and managerial implications. The study makes a theoretical contribution with Uses and Gratifications (UGT) to elucidate motivations, Expectation-Confirmation Theory (ETC) to clarify the role of purchase intention, and Expectation-Confirmation Model in the context of IT (ECM-IT) to explain the foundation of the proposed model. The study emphasizes the importance of considering various motivations, such as entertainment value, utilitarian value, social value, and information consumption when creating content on social media platforms. This is necessary to improve customer satisfaction, continuance, and purchase intention, as these crucial factors influence purchase decisions.

 

 

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