Delivery Attributes in Social Media Selling and Their Implication on Future Purchase Behaviour

Social media marketing has assumed a distinctive status in online shopping these days. Further, integrating online shopping experiences into social media channels has resulted in a complex relationship between delivery attributes and consumer e-satisfaction. This study explores the relationship between delivery attributes and their satisfaction, and find the ultimate implication on future purchasing intentions in the context of social mediaselling. For the study, delivery fee, delivery time, delivery quality, delivery tracking, and return options were considered as delivery attributes. An online questionnaire was developed and 400 social media users who make purchases on social media platforms were contacted for this cross-sectional survey. Relevant research hypotheses were developed and tested using structured equation modelling to identify targeted relationships. The results validated the designed hypotheses, and a significant influence of delivery attributes in social media selling on consumer expectations and satisfaction was identified. Also, customer satisfaction significantly enhances the prediction of future purchase intentions in social media sales. Further, the model presented confirms the seller's concerns about an effective delivery mechanism to gain more significant benefits for the firm by enhancing customers’ future engagement in purchasing. Firms need to express more profound concern about delivery attributes since delivery quality, fees, and time are of significant importance to all online buyers. Therefore, online enterprises must understand the implications of different delivery attributes to optimize their shipping strategies.