Information from the abstract
Thailand's digital marketplace sector has grown rapidly, with platforms such as Shopee and Lazada operating across a mobile-first, multi-seller environment where service quality is central to user retention. Drawing on Expectation–Confirmation Theory (ECT), this study examines how five e-service quality dimensions shape e-trust, and how e-trust and e-satisfaction drive continuance usage intention. PLS-SEM was applied to data from 423 Thai marketplace users. Shipping reliability, delivery time, customer service quality, and website quality positively influence e-trust, whereas product quality does not show an independent effect after other service-quality dimensions are controlled. E-trust strongly predicts e-satisfaction, and mediation analysis confirms that e-satisfaction significantly transmits the effect of e-trust to continuance usage intention. The findings extend ECT within the Thai multi-seller marketplace context by showing that fulfilment reliability and support responsiveness are especially salient for platform-level trust formation in this setting. Practically, the results offer prioritised guidance for platform operators, logistics providers, customer service teams, and UX designers strengthening user trust and retention.
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This record has an Impact Signal of 85/100 based on recency, source, collaboration, and bibliographic signals. It prioritizes monitoring and is not a judgment of research quality.
Related topics: Technology Adoption and User Behaviour · Customer Service Quality and Loyalty · Digital Marketing and Social Media
Thai researcher and institutional participation
Waiphot Kulachai · Patipol Homyamyen · Suan Sunandha Rajabhat University · Rajamangala University of Technology Suvarnabhumi
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