The Interplay of Trust and Satisfaction: Fueling E-Wom in Online Cosmetic Shopping

Abstract

Purpose: This study aims to investigate the determinants of electronic word-of-mouth (E-WOM) within Thailand's cosmetic industry, focusing on social commerce platforms. Theoretical Framework: The research is grounded in the application of a structural equation model (SEM) and the e-Rough Set Delphi Technique to assess the interplay between social commerce, customer satisfaction, trust, and E-WOM. Design/methodology/approach: Utilizing a quantitative approach, the study analyzes responses from 808 cosmetic product consumers active on social media platforms to understand the dynamics of customer satisfaction and its impact on E-WOM. Findings: The findings reveal that both social commerce functionalities and customer satisfaction play pivotal roles in fostering trust towards online cosmetic stores. Additionally, the study highlights the importance of functional and emotional values in enhancing customer satisfaction, which subsequently influences purchase intentions and the propensity to engage in E-WOM. Practical implications: The research underscores significant implications for practitioners and scholars, suggesting that understanding the factors that drive E-WOM can aid online cosmetic entrepreneurs in Thailand to boost their E-WOM effectiveness. This, in turn, could lead to sustained business growth and a deeper understanding of social commerce dynamics. Original/Value: The originality of this study lies in its examination of factors as an effective force of E-WOM in the cosmetic industry in Thailand. It explores the interplay of trust and satisfaction and the recognition of loyalty's significant role underscores the imperative for retailers to dedicate resources to cultivating enduring E-WOM connections with customers.