The Effects of Dimensions of Social Media Quality on User Satisfaction: A Cross-Cultural Comparison of Thai and Chinese Users


This study was designed to investigate the influence of dimensions of social media quality (system, information, and service) on user satisfaction. Moreover, this study compared the cross-cultural results of these dimensions using data collected from 220 Chinese and 201 Thai social media users. Partial least squares regression was used to analyze the data. The analysis indicated that system, information, and service quality all were related positively to user satisfaction with social media both in Thai and Chinese people. This study provides implications for ways for social media developers to enhance the quality dimensions of social media both in China and Thailand.

Keywords: Social Media; User Satisfaction; Cross-Cultural; China; Thailand

Article Review Status: Published

Pages: 14-44 (Download PDF)

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