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THE EFFECT OF SOCIAL MEDIA NETWORKS' QUALITY ON CONSUMER SATISFACTION: EMPIRICAL STUDY.

INTRODUCTION

Social media networks became the dominating medium for digital communication and it greatly affects the marketing environment (Gretzel & Dinhopl, 2014). They became increasingly important considering their influence on consumer markets (Jaffe, 2010). In light of that, organizations started using social networks to learn about consumers' level of satisfaction with their products or services (Poynter, 2010). Satisfaction is a fundamental element in any long-lasting and successful business relationship with a consumer (Balasubramanian, Konana, & Menon, 2003).

Companies now are more capable of attracting new consumers and maintaining old ones if they reach a good level of consumer satisfaction; and with it they achieve better competitiveness and increase profit (Wilson, Zeithaml, Bitner & Gremler, 2008). The more satisfied a consumer is, the more loyal he or she becomes; and he or she can act as a very affective marketer who influences his or her community through social media. Companies now attempt to create online communities and encourage users to spread positive word of mouth through social media in order to build long-term relationships with consumers (Trusov, Bucklin, & Pauwels, 2009).

Because social media networks have influence on its users and the dire need for companies and institutions to adapt to the new electronic reality, companies and institutions use their potential to overcome its challenges in a high competitive globalized world. Therefore, this study investigates the effect of the three quality dimensions of social media networks (information quality, system quality, and service quality) on consumer satisfaction for the clothing sector in the city of Amman, Jordan.

BACKGROUND OF THIS STUDY

Social Media Networks

Social media networks are described as media that facilitate the flow of interactive information, user-created content, and cooperation (Elefant, 2011). They can be defined as technology applications that emerged with the second-generation web services. Social networking and marketing are the tools used to define and analyze conversations to assist participation and involvement in social interaction in communities, and thus consumers (Cavazza, 2008).

Social media proved their ability to increase the amount of interaction and communication between companies and customers or clients (Saperstein & Hastings, 2010). Furthermore, consumers themselves became involved in creating content and sharing opinions, which ultimately influences other users' awareness and the level of loyalty towards a trademark (Blackshaw & Nazzaro, 2006).

In addition, social media affected consumer behavior from the early stage of information collection to the final stage of post-purchase behavior, such as complaints posted against a product or service and other forms of consumer behavior (Mangold & Faulds, 2009). Social media also affected general internet use (Ross et al., 2009; Laroche, Habibi, & Richard, 2013).

Social media gained more credibility and became a source of information that is more accurate than information taken directly from relevant companies. As consumers began interacting with each other and receiving positive or negative feedback about a product or service, virtual communities started to profoundly influence consumers' purchase decisions (Darban & Li, 2012).

It is clear that the number of internet users has increased in the past few years. Studies have shown that 32.7% of Jordanian households own personal computers, 70% of them are subscribed to internet services, and 99% of users access the internet through their smart phones (Ministry of Information and Communications Technology, Department of Statistics, 2015) and they use social media to interact with friends and exchange information and opinions.

In a rapidly changing world, there is no doubt the social media is constantly progressing. Statistics have shown that the number of Facebook users in the Arab region reached 76 million in 2016. Facebook users in Jordan reached 4.8 million in the same year (Internet world stats, 2016). According to these statistics, 93% of internet users also use social media, with Facebook being their favorite networking site (79.9% of users in Jordan). Meanwhile, 32.9% of users in Jordan use Instagram, 22.3% use Twitter, and 90.7% use WhatsApp (The Jordan Times, 2016).

Social Media Networks' Quality Dimensions

The social media networks' quality dimensions consist of information quality, system quality, and service quality. Here is a brief description of all the above-mentioned dimensions.

* Information quality: content that is personal, complete, relevant, easy to understand and safe. This is to ensure that transactions are initiated by potential buyers or suppliers through the web and returning to the site on regular basis (DeLone & McLean, 2003).

* System quality: it measures the required features of the e-commerce system such as user friendliness, availability, reliability, adaptability and response time (e.g. during downloads), and they are rated by users of the e-commerce system (DeLone & McLean, 2003).

* Service quality: the overall support provided by the service provider. Service quality becomes increasingly important when users become clients for the organization because lack of support will lead to losing clients, thus loss in sales (DeLone & McLean, 2003).

Consumer Satisfaction

Consumer satisfaction is the behavior of consumers that results from comparing the expected quality of service or product with the actual quality perceived by the consumer (Oliver, 1999; Parasuraman, Zeithaml & Berry, 1988). If performance meets expectations, consumer satisfaction is realized (Armstrong & Kotler, 2009).

Social Media Networks and Consumer Satisfaction

Many companies seized the benefits of social media networks diversity and enormous growth to learn about the needs of potential consumers and to reach the highest level possible of consumer satisfaction. They also managed to follow up on the achieved level of satisfaction after they deliver their products by means of mutual dialogue (Poynter, 2010).

Social media networks use indirect ways to influence consumer satisfaction through faster and easier tracking of consumer reactions, feelings and thoughts, and through effectively handling complaints and improving public participation (Viot & Washed, 2008). This could psychologically boost consumer's sense of satisfaction by creating social links to it and showcasing other people's satisfaction with the product or company. This pushed companies to increase their communication operations and to enhance their relationship with consumers to gain their satisfaction and loyalty.

CONCEPTUAL RESEARCH MODEL

In the world of business, companies face major challenges arising from high competitiveness, changeful consumer demands, continued technological evolution, increasing globalization and wide use of social media networks in all sectors (Jaffe, 2010). With the current rapid growth of social networks and their increased relevance to the fields of business and marketing, achieving consumer satisfaction becomes a crucial part of marketing results due to its great impact on profitability (Luo & Homburg, 2007).

The research problem focuses on studying the impact of social media networks' quality on consumer satisfaction particularly in the clothing sector in Amman. Using the updated DeLone and McLean information systems success model and in order to assess the quality of social media networks, three variables will be taken into consideration to construct the study model as shown below in Figure1 information quality, system quality and service quality provided through social media networks (DeLone & McLean, 2003; Turban et al., 2012).

The research problem can be illustrated by asking and attempting to answer the following questions:

Question 1: From the point of view of clothing sector consumers in Amman, what is the level of social media networks quality in terms of information, system and services provided?

Question 2: How satisfied are consumers who use social media networks to browse the clothing sector in Amman?

Question 3: How significant is the impact of information quality, system quality and service quality provided through social media networks on the satisfaction of clothing sector consumers in Amman?

HYPOTHESES

This study investigates the effect of the quality of the three dimensions of social media networks (information quality, system quality, and service quality) on consumer satisfaction for the clothing sector in the city of Amman, Jordan. Based on the previous research and the conceptual framework model presented in Figure 1, the following hypotheses have been developed:

H1: There is a significant and positive relationship between the information quality of social media networks and the satisfaction of consumers in a clothing sector in Amman, Jordan.

H2: There is a significant and positive relationship between the system quality of social media networks and the satisfaction of consumers in a clothing sector in Amman, Jordan.

H3: There is a significant and positive relationship between the service quality of social media networks and the satisfaction of consumers in a clothing sector in Amman, Jordan.

METHODOLOGY

Survey Questionnaire

The authors of this study developed the survey questionnaire based on the conceptual framework model depicted in Figure 1 and on previous studies. The survey questionnaire consisted of two parts:

The first part of the survey requested information on participants' gender, age, education, marital status, rate of using social media networks, years of using social media networks, and the sector type using social media networks. This part is presented in Table 3

The second part of the survey requested information from participants on the "quality" of three dimensions (information, system, and service) of the social media networks.

The third part of the survey requested responses from participants on the degree of their satisfaction with the quality of the three dimensions of social media networks. The second and the third parts are presented in Appendix I.

The responding participants used the Likert scale of five points (1 strongly disagree to 5 strongly agree) in its second and third parts.

Sample and Data Collection

The total population of this study comprised of all users of social media networks in the city of Amman. The number of internet users is constantly on the rise. Studies have shown that 70% of Jordanian households have internet access, and 99% of users have online access on their mobile phones (Communication and Information Technology Ministry, General Statistics Department, 2015). Moreover, statistics show that 93% of internet users in Jordan use social media networks (The Jordan Times, 2016).

The convenience sample consisted of all social media networks' users in Amman and the questionnaires were published on social media networks' sites. A total of 915 questionnaires were completed by consumers of diverse products sold on social media pages. From the 915 questionnaires, 536 were chosen by the authors. This sample represents clothing sector consumers through social media networks in Amman, i.e. 58.5% of total questionnaires. The researchers also carried out statistical analysis in compliance with the purpose of the study.

Measurement of Variables

The quality of the three dimensions of the social media networks (the independent variables) and the consumer satisfaction (the dependent variable) were measured by the developed survey questionnaire as follow: (1) Information quality was measured by the responses of the surveyed consumers to five questions in the utilized survey, (2) Systems quality was measured by the responses of the surveyed consumers to five questions in the utilized survey, (3) Service quality, was measured by the responses of the surveyed consumers to five questions in the utilized survey, and (4) Consumer satisfaction was measured by the responses of the surveyed consumers to ten questions in the utilized survey.

Validity and Reliability

The validity of the tool used to measure questionnaire variables was examined through presenting the tool to a number of arbitrators who are experts in the field of study. The tool was also filled by a survey sample. Afterwards, the validity coefficients of internal consistency were measured using Pearson Correlation coefficient between every item together with the related dimension. This was done in order to find the items' level of consistency in the measuring of their relevant dimensions. Table 1 shows the Pearson correlation of the response of each item in a dimension to the mean response of all items in that dimension.

The results of tool items' consistency show that the values of correlation coefficients for each item have a statistical significance at ([alpha] = 0.01). This means that the items are suitable to measure the relevant dimension. Based on the items' internal consistency results, each in their dimension, none of the questionnaire items were removed.

The reliability of the tool used to measure questionnaire variables was examined through calculating Cronbach's Alpha. A statistically acceptable result is one that is higher than 0.70. The closer the score is to 1 (i.e. 100%), the more reliable is the tool (Sekaran & Bougie, 2010). Table 2 shows the Cronbach's alpha of all the factors.

ANALYSIS AND RESULTS

Descriptive Statistics

A. Data analysis in Table 3 presents the descriptive statistics of the selected research sample.

(1) With respect to gender of the respondent, 94 (17.5%) were males and 442 (82.5%) were females.

(2) With respect to the age group of respondents, 69 (12.9%) were less than 20 years old, 205 (38.2%) were in the age group 20-29 years, 107 (20%) were in age group 30-39, and 155 (28.9) were in the age group of 40 and above.

(3) With respect to education of the respondents, 152 (28.4%) were of High School degree, 89 (16.6%) were holders of Diploma, 256 (47.8%) were holders of bachelor's degree, and 39 (7.3%) were holders of post graduate degrees.

(4) With respect to marital status of the respondents, 204 (38.1%) were single, 302 (56.3%) were married, 16 (3%) were divorced, and 14 (2.6%) widowed.

(5) With respect to number of times in which customers used social media networks, 13 (12.3%) one time per week, 19 (29.7%) 2-3 times per week, 22 (29%) 4-5 times per week, 36 (17.1%) one time per day, 115 (11.9%) 2-3 times per day, and 331 (61.8%) more than 3 times per day.

(6) With respect to the number of years in which consumers used social media networks, 45 (8.4%) less than one year, 161 (30%) 1-3 years, 106 (19%) 4-5 years, 224 (41.8%) more than 5 years.

(7) With respect to the sector type used in social media networks, 313 (58.5%) clothes, 124 (23.1%) electronic devices, 84 (15.7%) cosmetics, and 15 (2.7%) other.

B. Illustration of the Independent and Dependent Variables of the Study

Independent Variable (Social Media Networks' Quality)

Table 4 shows the arithmetic mean, standard deviation and sequence of questionnaire respondents' answers to independent variable dimensions (quality of social media networks).

The table shows that the 'Information Quality' dimension scored an arithmetic mean of (3.60) and a standard deviation of (0.67). This reveals that the level of social media networks' information quality is medium from the point of view of questionnaire respondents. The results of the table also show that item no. (3), "Social media networks illustrate the methods and ways to use the product", ranked first with an arithmetic mean of (3.86) and a standard deviation of (0.79) with a high level. Item no. (5), "Product specifications published on social media networks are identical to the specifications in reality after use", had the lowest arithmetic mean at (3.27) and a standard deviation of (0.93) with a medium level.

As for the 'System Quality' dimension, it measured an arithmetic mean of (3.95) and a standard deviation of (0.57), which indicates that questionnaire respondents find the system quality high. Outcomes also show that item (10), "Social media networks allow wide interaction and sharing", ranked first with an arithmetic mean of (4.21) and a standard deviation of (0.72) at a high level. On the other hand, item no. (7), "Social media networks are secure and they maintain user privacy", had the lowest arithmetic mean (3.95) and a standard deviation of (0.98) with a medium level.

In regard to the dimension of 'Service Quality', it measured an arithmetic mean of (3.48) and a standard deviation of (0.65). This shows that the level of quality service is medium from the point of view of respondents. Furthermore, the results found in Table 4 show that item no. (12), "Companies that present their products on social media networks deliver their products to consumers as announced", ranked first with an arithmetic mean of (3.57) and a standard deviation of (0.82) at a high level. Item no. (14), "Companies that present their products on social media networks respond promptly to client complaints and questions", scored the lowest arithmetic mean at (3.38) and a standard deviation of (0.87) with a medium level.

Dependent Variable (Consumer Satisfaction)

Table 5 illustrates the arithmetic means, standard deviation and sequence of study sample responses concerning the dependent variable (consumer satisfaction).

The table shows that the 'Consumer Satisfaction' dimension scored an arithmetic mean of (4.04) and a standard deviation of (0.55), which indicates that Consumer Satisfaction level was high according to questionnaire respondents. The results also show that item no. (20), "Cash on delivery increases customer satisfaction towards the company", ranked first with an arithmetic mean of (4.27) and a standard deviation of (0.71) with a high level of satisfaction. Item no. (25), "I am satisfied with my experience with companies that offer their products or services over social media networks. It is a fun experience", had the lowest arithmetic mean at (3.80) and a standard deviation of (0.82) with a high level of satisfaction.

Hypotheses Testing

In testing the hypotheses of the study, Stepwise Multiple Regression Analysis was used. The testing focused on three key variables concerning quality of: information, system and service. The reason behind testing these elements was the need to measure the level of their impact on consumer satisfaction. The first hypothesis was rejected as seen in Table 6 after the final regression model was reached. However, the model accepted the second and third hypotheses. In addition, it was found that social media networks highly influence consumer satisfaction. A major factor that increases consumer satisfaction was also the system quality of social media networks.

The final regression model, results of Table 6, shows that the 'Information Quality' dimension was not included. This means that the quality of information does not affect consumer satisfaction; therefore, the first hypothesis, "there is a significant and positive relationship between the Information quality of social media networks and the satisfaction of consumers in a clothing sector in Amman, Jordan", was rejected.

The second hypothesis proposed that "there is a significant and positive relationship between the system quality of social media networks and the satisfaction of consumers in a clothing sector in Amman, Jordan". Data analysis in Table 6 shows that there is a significant and positive relationship between the system quality of social media networks and the satisfaction of consumers in a clothing sector in Amman, Jordan (beta=0.405, p= 0.000). This finding supports the second hypothesis. Thus, the second hypothesis is accepted.

The third hypothesis proposed that "there is a significant and positive relationship between the service quality of social media networks and the satisfaction of consumers in a clothing sector in Amman, Jordan". Data analysis in Table 6 shows that there is a significant and positive relationship between the service quality of social media networks and the satisfaction of consumers in the clothing sector in Amman, Jordan (beta=0.255, p= 0.000). This finding supports the third hypothesis. Thus, the third hypothesis is accepted.

CONCLUSION

The study recommends that companies follow some strategies in order to seize the benefit of the study results. Companies need to enhance the quality of information provided through social media networks; they can announce their products through these networks by providing all product information such as product price and specifications and that information should match the true product specifications. Given that the study has shown that social media networks impact the satisfaction of clothing sector consumers in Amman, the researchers recommend taking advantage of these networks to reach the higher level possible of consumer satisfaction, and to understand the ways by which the company can influence consumers.

In addition, the research advices companies that conduct their business on social media networks to direct website administrators to continuously improve the services provided by means of making website usage simpler and maintaining user privacy.

Moreover, enhance the quality of services provided by social media networks by having companies commit to reflecting the true price of their products without hiding any extra costs. Companies also need to commit to delivery dates as announced and to periodically receive feedback from consumers who bought their products. There is also the need for a mechanism that swiftly responds to consumer complaints and queries while establishing and maintaining a strong relationship with them. Finally, using social media networks in companies to communicate with clients and consumers and learn more about their opinions and reactions after using the company's product/service. This promotes higher levels of consumer satisfaction.

Appendix I Study Survey Questions
No.   Statement                              Strongly   Agree   Neutral
                                             agree

Independent Variable (Social Media Networks' Quality)

I--Information Quality Dimension

      Social media networks provide all
1     data and information related to the
      product I'm looking for when I need
      them

2     Social media networks update their
      information in real time

3     Social media networks illustrate the
      methods and ways to use the product

      Social media networks provide
4     information about the product's best
      price

      Product specifications published on
5     social media networks are identical
      to the specifications in reality
      after use

II--System Quality Dimension

6     Social media networks are simple and
      easy to use

7     Social media networks are secure and
      they maintain user privacy

8     Social media networks have a simple
      design

9     Social media networks facilitate
      exchange of information

10    Social media networks allow wide
      interaction and sharing

III--Service Quality Dimension

      Companies presenting their products
11    on social media networks commit to
      the price announced on the site
      without unannounced additional costs

      Companies that present their
12    products on social media networks
      deliver their products to consumers
      as announced

      Companies that present their
13    products on social media networks
      collect consumer feedback
      periodically

      Companies that present their
14    products on social media networks
      respond promptly to client
      complaints and questions

      Companies that present their
15    products on social media networks
      build and maintain relationships
      with clients

Dependent Variable--Consumer Satisfaction

      Home delivery service plays a great
16    role in increasing my satisfaction
      towards the company

17    I prefer products of companies that
      have easy communication channels
      over social media networks

      I prefer dealing with companies that
18    quickly respond to issues and
      queries over social media networks

      I prefer dealing with companies that
19    provide videos, audios and photos of
      their product features on social
      networks media

20    Cash on delivery increases customer
      satisfaction towards the company

      I express my satisfaction towards a
21    company or products/services on
      social media networks

      Customer satisfaction expressed on
22    social media networks towards a
      product or service influences my
      purchase decision

      I prefer dealing with companies that
23    provide discounts or offers on
      social media networks in special
      occasions

      If I am satisfied with a product or
24    company, I recommend it to my
      friends over social media networks

      I am satisfied with my experience
25    with companies that offer their
      products or services over social
      media network. It is a fun
      experience.

No.   Statement                              Disagree   Strongly
                                                        disagree

Independent Variable (Social Media Networks' Quality)

I--Information Quality Dimension

      Social media networks provide all
1     data and information related to the
      product I'm looking for when I need
      them

2     Social media networks update their
      information in real time

3     Social media networks illustrate the
      methods and ways to use the product

      Social media networks provide
4     information about the product's best
      price

      Product specifications published on
5     social media networks are identical
      to the specifications in reality
      after use

II--System Quality Dimension

6     Social media networks are simple and
      easy to use

7     Social media networks are secure and
      they maintain user privacy

8     Social media networks have a simple
      design

9     Social media networks facilitate
      exchange of information

10    Social media networks allow wide
      interaction and sharing

III--Service Quality Dimension

      Companies presenting their products
11    on social media networks commit to
      the price announced on the site
      without unannounced additional costs

      Companies that present their
12    products on social media networks
      deliver their products to consumers
      as announced

      Companies that present their
13    products on social media networks
      collect consumer feedback
      periodically

      Companies that present their
14    products on social media networks
      respond promptly to client
      complaints and questions

      Companies that present their
15    products on social media networks
      build and maintain relationships
      with clients

Dependent Variable--Consumer Satisfaction

      Home delivery service plays a great
16    role in increasing my satisfaction
      towards the company

17    I prefer products of companies that
      have easy communication channels
      over social media networks

      I prefer dealing with companies that
18    quickly respond to issues and
      queries over social media networks

      I prefer dealing with companies that
19    provide videos, audios and photos of
      their product features on social
      networks media

20    Cash on delivery increases customer
      satisfaction towards the company

      I express my satisfaction towards a
21    company or products/services on
      social media networks

      Customer satisfaction expressed on
22    social media networks towards a
      product or service influences my
      purchase decision

      I prefer dealing with companies that
23    provide discounts or offers on
      social media networks in special
      occasions

      If I am satisfied with a product or
24    company, I recommend it to my
      friends over social media networks

      I am satisfied with my experience
25    with companies that offer their
      products or services over social
      media network. It is a fun
      experience.


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Kawther Ashour

Manar Maraqa

Al-Balqa' Applied University

Kawther Ashour holds a Bachelor's degree in Pharmacy and a master's degree in Business Administration from Amman University College, Al-Balqa' Applied University. Ashour has a special interest in the field of social communication and marketing mainly in how to facilitate communication with patients and provide pharmaceutical services in a dynamic way. She is also the founder and CEO of a professional media marketing company in Jordan.

Manar Maraqa holds a PhD in Computer Information Systems from the Arab Academy for Banking and Financial Sciences since 2009 and is an assistant professor at Al-Balqa' Applied University. She teaches in the Department of Management Information Systems and her main interests are primarily in the areas of computer information systems, artificial intelligence, systems' security and electronic commerce.

Caption: Figure 1 A Conceptual Framework Model for the Current Study
Table 1
Correlation Coefficient Values Measuring Internal Consistency
of Tool Items,

                           Independent variable

Information quality      System quality       Service quality

Item      Pearson      Item     Pearson      Item     Pearson
No.        Corr.       No.       Corr.       No.       Corr.


1         0.785 **      6       0.747 **      11      0.690 **
2         0.780 **      7       0.624 **      12      0.769 **
3         0.654 **      8       0.796 **      13      0.784 **
4         0.758 **      9       0.768 **      14      0.757 **
5         0.753 **      10      0.762 **      15      0.761 **

  Dependent variable

 Consumer satisfaction

 Item      Pearson
 No.        Corr.

  16       0.683 **
  17       0.685 **
  18       0.755 **
  19       0.744 **
  20       0.748 **
  21       0.695 **
  22       0.749 **
  23       0.787 **
  24       0.683 **
  25       0.699 **

**. Correlation is significant at the 0.01 level

Table 2
Reliability Scores of the Utilized Survey Questionnaire

Construct                Number of Items    Cronbach's Alpha

Information quality             5                80.21%
System quality                  5                77.44%
Service quality                 5                80.72%
Social media networks           15               87.62%
Consumer satisfaction           10               89.73%
Total                           25               91.19%

Table 3
Consumers' Descriptive Statistics

Variable                                         Number    Percentage

Gender                      Male                   94         17.5
                            Female                 442        82.5

Total                                              536        100%

Age                         Less than 20 years     69         12.9
                            20-29                  205        38.2
                            30-39                  107         20
                            More than 40           155        28.9

Total                                              536        100%
                            Higher School          152        28.3
                            Diploma                89         16.6

Education                   Bachelor               256        47.8
                            Post Graduate          39          7.3

Total                                              536        100%

Marital Status              Single                 204        38.1
                            Married                302        56.3
                            Divorced               16           3
                            Widowed                14          2.6

Total                                              536        100%

Rate of use of social       1 time/week            13         12.3
media networks              2-3 times/week         19         29.7
                            4-5 times/week         22         29.0
                            1 time/day             36         17.1
                            2-3 times/day          115        11.9
                            More than 3            331        61.8
                            times/day

Total                                              536        100%

When have you started       Less than one year     45          8.4
using social media          1-3 years              161         30
networks
                            4-5 years              106        19.8
                            More than 5 years      224        41.8

Total                                              536        100%

Sector used in social       Clothes                313        58.5
media networks              Electronic Devices     124        23.1
                            Cosmetics              84         15.7
                            Other                  15          2.7

Total                                              536        100%

Table 4
Arithmetic Mean and Standard Deviation of Survey Answers to
Quality of Social Media Networks' Dimensions

Dimensions    Item                                   Mean    Std.
              no.                Items                        D.

              1      Social media networks provide   3.58    0.93
                     all data and information
                     related to the product I'm
                     looking for when I need them

              2      Social media networks update    3.67    0.88
                     their information in real
                     time

Information   3      Social media networks           3.86    0.79
Quality              illustrate the methods and
Dimension            ways to use the product

              4      Social media networks provide   3.62    0.91
                     information about the
                     product's best price

              5      Product specifications          3.27    0.93
                     published on social media
                     networks are identical to the
                     specifications in reality
                     after use

                                 Total               3.60    0.67

              6      Social media networks are       4.13    0.76
                     simple and easy to use

              7      Social media networks are       3.35    0.98
                     secure and they maintain user
                     privacy
System
Quality       8      Social media networks have a    3.91    0.74
Dimension            simple design

              9      Social media networks           4.15    0.67
                     facilitate exchange of
                     information

              10     Social media networks allow     4.21    0.72
                     wide interaction and sharing

                                 Total               3.95    0.57

              11     Companies presenting their      3.51    0.89
                     products on social media
                     networks commit to the price
                     announced on the site without
                     unannounced additional costs

              12     Companies that present their    3.57    0.82
                     products on social media
                     networks deliver their
                     products to consumers as
Service              announced
Quality
Dimension     13     Companies that present their    3.51    0.92
                     products on social media
                     networks collect consumer
                     feedback periodically

              14     Companies that present their    3.38    0.87
                     products on social media
                     networks respond promptly to
                     client complaints and
                     questions

              15     Companies that present their    3.43    0.85
                     products on social media
                     networks build and maintain
                     relationships with clients

                                 Total               3.48    0.65

Dimensions    Item
              no.                Items                level     Ranking

              1      Social media networks provide   Moderate      4
                     all data and information
                     related to the product I'm
                     looking for when I need them

              2      Social media networks update      High        2
                     their information in real
                     time

Information   3      Social media networks             High        1
Quality              illustrate the methods and
Dimension            ways to use the product

              4      Social media networks provide   Moderate      3
                     information about the
                     product's best price

              5      Product specifications          Moderate      5
                     published on social media
                     networks are identical to the
                     specifications in reality
                     after use

                                 Total               Moderate     --

              6      Social media networks are         High        3
                     simple and easy to use

              7      Social media networks are       Moderate      5
                     secure and they maintain user
                     privacy
System
Quality       8      Social media networks have a    Moderate      4
Dimension            simple design

              9      Social media networks             High        2
                     facilitate exchange of
                     information

              10     Social media networks allow       High        1
                     wide interaction and sharing

                                 Total                 High       --

              11     Companies presenting their      Moderate      3
                     products on social media
                     networks commit to the price
                     announced on the site without
                     unannounced additional costs

              12     Companies that present their    Moderate      1
                     products on social media
                     networks deliver their
                     products to consumers as
Service              announced
Quality
Dimension     13     Companies that present their    Moderate      2
                     products on social media
                     networks collect consumer
                     feedback periodically

              14     Companies that present their    Moderate      5
                     products on social media
                     networks respond promptly to
                     client complaints and
                     questions

              15     Companies that present their    Moderate      4
                     products on social media
                     networks build and maintain
                     relationships with clients

                                 Total               Moderate     --

Table 5
Arithmetic Mean and Standard Deviation of Survey Answers with Regard
to Consumer Satisfaction

                                                 Std.
Item   Items                              Mean    D.    level   Ranking
no.

16     Home delivery service plays a      4.10   0.74   High       5
       great role in increasing my
       satisfaction towards the company

17     I prefer products of companies     3.91   0.84   High       9
       that have easy communication
       channels over social media
       networks

18     I prefer dealing with companies    4.13   0.76   High       3
       that quickly respond to issues
       and queries over social media
       networks

19     I prefer dealing with companies    4.20   0.73   High       2
       that provide videos, audios and
       photos of their product features
       on social media networks

20     Cash on delivery increases         4.27   0.71   High       1
       customer satisfaction towards
       the company

21     I express my satisfaction          3.93   0.77   High       8
       towards a company or products/
       services on social media
       networks

22     Customer satisfaction expressed    4.01   0.71   High       6
       on social media networks towards
       a product or service influences
       my purchase decision

23     I prefer dealing with companies    4.13   0.75   High       4
       offers on social media networks in special occasions
       that provide discounts or

24     If I am satisfied with a product   3.95   0.73   High       7
       or company, I recommend it to my
       friends over social media
       networks

25     I am satisfied with my             3.80   0.82   High      10
       experience with companies that
       offer their products or services
       over social media networks. It
       is a fun experience

                    Total                 4.04   0.55   High      --

Table 6

Stepwise Multiple Regression Analysis Concerning the Relationship
between the Quality of the Three Dimensions of the Social Media
Networks Used By the Clothing Sector in Amman

Dependent Variable: Consumer satisfaction

Independent           Beta        Standard    t-statistic    P-Value
Variables          Coefficient      error

(Constant)                          0.146        12.045       0.000
System Quality        0.405         0.038        10.205       0.000
Service Quality       0.255         0.033        6.427        0.000

R = 0.564 [R.sup.2] = 0.318 F = 124.425 Sig. 0.000
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Author:Ashour, Kawther; Maraqa, Manar
Publication:International Journal of Business Research and Information Technology
Article Type:Abstract
Geographic Code:1USA
Date:Dec 22, 2018
Words:6214
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