Factors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping in Bangkok, Thailand A Case Study of Facebook Streaming Platform

Abstract

The purpose of this study targets to gain a deeper insight regarding customer satisfaction, trust, and repurchase intention towards live shopping on Facebook Live. This study applied Multiple Linear Regression to determine the factors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping on the Facebook platform. The study’s independent variables are price, perceived product quality, reputation, and perceived enjoyment. The dependent variables include customer satisfaction, trust, and repurchase intention. The questionnaire was distributed online to Thai people who live in Bangkok and have shopped through Facebook Live. Three hundred ninety-five respondents fit the required criteria collected by adopting convenience sampling, snowball sampling, and purposive sampling. This study showed that three out of four independent variables significantly affect customer satisfaction: perceived product quality, reputation, and perceived enjoyment, excluding price. Moreover, customer satisfaction and reputation substantially influence trust. Meanwhile, perceived enjoyment, customer satisfaction, and trust significantly impact repurchase intention. The researcher suggests that it is important to ensure the quality of the product sold, build trust between the platform and customers, and create an enjoyable shopping experience to encourage repeat purchases resulting in long-term profitability.