The Influence of Service Quality, Image and Electronic Word of Mouth on Repurchase Intention of Thai Desserts on Facebook Pages of Consumers in Nakhon Ratchasima Province

Abstract

Repurchase intention is a key indicator reflecting consumers’ purchasing behavior, particularly in the context of social media commerce. This study aimed to: (1) develop and validate a causal relationship model of repurchase intention for Thai desserts on Facebook pages among consumers in Nakhon Ratchasima Province; and (2) examine the causal factors influencing such intention. This research employed a quantitative approach. Data were collected through an online questionnaire from 510 consumers who had previously purchased Thai desserts via Facebook pages and resided in Nakhon Ratchasima Province. The data were analyzed using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results indicate that electronic word-of-mouth and image have direct effects on repurchase intention. In contrast, service quality does not have a direct effect on repurchase intention, but it exerts an indirect effect through electronic word-of-mouth. Electronic word-of-mouth and image have direct effects on repurchase intention of Thai desserts on Facebook pages, respectively. In contrast, service quality does not have a direct effect on repurchase intention; however, indirect effect through electronic word-of-mouth, functioning as a mediating variable influencing repurchase intention of Thai desserts on Facebook pages. Therefore, entrepreneurs should focus on building a distinctive brand image alongside maintaining high service quality, particularly in terms of delivery and after-sales service, in order to create positive customer experiences. These experiences can lead to favorable reviews and online discussions, which ultimately enhance consumers’ repurchase intention of Thai desserts on Facebook pages.