A Study of Influencing Factors on Consumers’ Repurchase and Social Sharing Intention: Mala Tang in Bangkok, Thailand

Abstract

This paper takes consumers of Mala Tang (a type of spicy hot pot) in Bangkok, Thailand, as the research object. Based on the S-O-R theory and expectation confirmation theory, it constructs a model of the influence of service quality, co-created experience, and cultural novelty on consumers' repurchase intention and social sharing intention. Consumer satisfaction is introduced as a mediating variable. A questionnaire survey was conducted to collect 306 valid samples, and SPSS and AMOS were used for empirical analysis. The results show that service quality, co-created experience, and cultural novelty all significantly and positively influence consumer satisfaction; consumer satisfaction has a significant positive driving effect on social sharing intention and repurchase intention; consumer satisfaction plays a partial mediating role among service quality, co-created experience, cultural novelty, and repurchase intention and social sharing intention, and the three factors synergistically influence consumers' behavioral intentions. This study fills a gap in overseas Mala Tang consumption research and provides empirical reference for Bangkok Mala Tang operators and the localization operation of Chinese catering overseas.