INTRODUCTION
The Background of the Research
Research question
Research objective
Research Contribution
Organization for the paper
LITERATURE REVIEW
Social Media
Social media is defined as computer-mediated technologies that facilitate the creation and exchange of information, ideas, career interests, and other forms of expression through virtual communities and networks (Noori, 2017). The growth of social media has changed the way people communicate, and it has also changed their lives (Kimanuka attributed the rise in popularity of social media to its latent ability to enable users to share information and ideas in previously impossible ways .Today, each of the many popular social media has its own distinct functions and uses, and these platforms have more than a billion registered users.
It has been reported that more than 60% of young people have at least one profile on social media and many spend more than two hours daily on social networking sites (Hajirnis, 2015). For example, teenagers now spend almost nine hours a day on social media. platforms, and the majority of that time is spent on mobile devices (Asano, 2017). Various sources of evidence have shown that social media have become important elements of people's daily lives (H. Lin, Fan, & Chau, 2014), and Nielsen (2015) reported that Internet users now spend more time on social media sites than any other type of site.
User Satisfaction and DeLone and McLean Model
Therefore, user satisfaction is very important and the related theory of user satisfaction in the context of social media needs to be revisited. User satisfaction is among the most commonly used IS performance measures (Mudzana & Maharaj, 2017). The model has been so successful that many researchers have cited it in various studies to explain the success of various IS and social media, although some of these are not IS; however, we can understand the success of social media through the success of social media websites that are IS.
Therefore, in this paper, we applied this model to social media and selected the three qualitative dimensions of social media to explain their impact on user satisfaction based on previous research.
Research Model
- System Quality
- Information Quality
- Service Quality
Based on these results, we expected to find that system quality contributes positively to user satisfaction associated with social media. In this study, social media information quality was considered to have four dimensions: completeness, relevance, timeliness, and accuracy. Based on these results, we can expect to see a positive contribution of information quality to user satisfaction related to social media.
Based on these results, we can expect to see that service quality contributes positively to user satisfaction in connection with social media.
The moderating role of culture---Hofstede’s Cultural Dimensions
- Individualism and Collectivism(IDV)
- Power Distance(PDI)
- Masculinity and Femininity(MAS)
- Uncertainty Avoidance(UAI)
- Long-term Orientation and Short-term Orientation(LTO)
Individualism is defined as people caring only for themselves and their immediate family (Hofstede, Hofstede, & Minkov, 2010a). The PDI dimension is defined as the extent to which less powerful members of a society or organization accept and expect that power is distributed unequally (Hofstede, 2001). In a high PD society, people in the social hierarchy all have their fixed place, and power rests with a few people at the very top, while the majority of people are at the bottom and simply receive the orders and decisions from above (Dartey -Baa, 2013).
They do not need to accept commands or decisions from above, but can make their own decisions (Dartey-Baah, 2013), so that power is distributed roughly equally among people in these societies (R. In the PDI dimension, A high score suggests that power and wealth are unequally distributed and the status quo is institutionalized to help the powerful, while a low score suggests that there is no emphasis on hierarchy and people in such cultures have power and wealth more equal (Foster, 2015).The MAS dimension is defined as the extent to which emotional roles are distributed between genders (Hofstede, 2001).
In high UA societies, people cannot tolerate unstructured situations and do not like change and uncertainty (Chan & Cheung, 2012). Accordingly, people in these societies want to avoid risks (Dartey-Baah, 2013) and are willing to follow them. the current social system. In contrast, people in low UA societies do not suffer too much from uncertainty or ambiguity (Hofstede, 2001), and are more willing to accept unknown changes and risks, and want to enjoy the informality of life (Dartey-Baah , 2013). Therefore, people in these societies feel that they have more control over their lives, the authorities and even the world (Hofstede, 1984).
People in these societies are willing to accept delayed satisfaction of material and social needs and believe that it is better to focus on achieving future goals in order to achieve current or future results (Ganesan, 1994). Conversely, a low score indicates that the country is short-term oriented and that people in these societies depend on quick results (Buriyameathagul, 2013). They also respect tradition and social obligations to a greater extent (Hofstede, 2011) and the values of personal strength and stability are more important to them (Hofstede, 2011).
Index scores of the five cultural dimensions
H6: The relationship between social media service quality and user satisfaction is more positive in the Chinese than in the Thai sample.
METHODOLOGY
Sample and data collection
Some minor wording changes were made to adapt the scale to the social media context. Harzing (2005) argued that research in more than one country usually involves respondents with different native languages, so people need to translate a common language questionnaire into other languages. To obtain a diverse sample in China, a snowball sampling technique was used to collect data through the online platform, Questionnaire Star, in which people are asked to distribute questionnaires to their online friends.
In one public university in Bangkok, 210 questionnaires were distributed and 201 valid questionnaires were collected with a response rate of 95.7%. According to the frequency with which they used social media, 207 respondents used social networks daily (94.1 percent), 9 used them several days a week (4.1 percent), 2 respondents used social networks several days a month (0.9 percent), 1 social networks more than. The average number of hours of average time spent on social media per day was 3.44 hours (SD=1.37).
192 respondents used social media daily (95.5 percent), 7 used social media several days a week (3.5 percent), 2 used social media several days a month (1 percent), and none used social media more than like once a month or once a month. . The average number of hours of average daily social media use was 3.5 hours (SD=1.37).
Measures
Lin (2007), which consists of six questions covering three aspects of system quality: reliability, ease of use and responsiveness. Lee, Strong, Kahn, and Wang (2002). The scale includes eight questions covering four aspects of information quality: completeness, relevance, timeliness and also accuracy. The scale includes four questions covering two aspects of service quality: reliability and responsiveness.
These items are measured using a five-point Likert scale ranging from 1 = strongly disagree to 5 = strongly agree.
Control variables
Data analysis technique
RESULTS
DISCUSSION
General discussion of the result
This study explored the relationships between social media quality dimensions (system, information, and service quality) and user satisfaction, and compared the relationship scores on these dimensions between Chinese and Thai social media users. The higher the quality of information perceived by users on social media, the greater their satisfaction. The same was found in the service quality dimension, which was significantly and positively associated with user satisfaction.
The better the service users get from the social media service center, the higher their satisfaction. In real life, users do not always experience the service quality of social media (Ou et al., 2016), because if social media is self-service, people never contact the social media service center until they encounter problems that have not been solved before. However, this does not mean that social media services are unimportant, but simply that users may stop using it when they perceive that the service is unavailable when they need it.
Moreover, the results of the analysis indicated that there was no difference between Chinese and Thai users' satisfaction with the same dimensions of social. In particular, this study found that older users in both the Chinese and Thai samples tended to be more satisfied with social media than younger users. Second, those with a higher educational level tended to be more satisfied with social media than those with lower educational levels.
Third, users who spent more time on social media were more satisfied than those who spent less time. Fourth, the results showed that Chinese users were more satisfied with social media than Thai users.
Limitations
However, despite these limitations, the authors expect that this study will inform further applications of the IS success model to social media. This study applied Delone & Mclean's model to the social media system instead of IS as many researchers have done before, which can expand the scope of the literature in this area. Furthermore, the results of this study indicated that the three social media quality dimensions had the same effects on user satisfaction in both countries, such that users in the two countries focused on the same factors despite differences in their country's culture.
First, it would be useful to study different countries that use the same popular social media. Second, it is better to use one social media platform as a reference, such as Facebook or Twitter. Retrieved from https://www.socialmediatoday.com/marketing/how-much-time-do-people-pend-social-media-infographic.
The effects of social media-based brand communities on brand community markers, value creation practices, brand trust, and brand loyalty. A new dimension of healthcare: systematic review of the uses, benefits and limitations of social media for health communication. A study on Consymer's attitude towards social media advertising, with special reference to Facebook International Journal of Research In Commerce & Management.
We want to know how dimensions of social media quality can affect user satisfaction, so we. Social media user service can provide quick service to users when they are in need.
CONCLUSIONS
Research contribution
Furthermore, to the best of the authors' knowledge, little previous literature has studied this topic in a comparison between China and Thailand, and thus the study also fills the gap in this area, and may improve our understanding of the cultural differences between China . and Thailand.
Practical implication
Finally, the promised service should be performed in a timely and accurate manner, and users' problems should be resolved as quickly as possible.
Implication for future studies
