Causal Relationship between e-Service Quality, Online Trust and Purchase Intentions on Lazada Group, An Asia’s Leading E-commerce Platform

• 발행기관: 한국유통과학회
• 저자명: Chutima RUANGUTTAMANUN Jindarat PEEMANEE
• 간행물 정보: 『유통과학연구(JDS)』제20권 제1호, 13~26쪽, 전체 14쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.01.30

영문 초록

Purpose: The Covid-19 pandemic has accelerated and triggered changes in online shopping especially in an emerging market. This paper develops a modification of SERVQUAL model to examine the relationship between individual dimensions of e-service quality, online trust and purchase intentions in singular online shopping platform. Research design, data and methodology: Data from an online survey of 385 Lazada’s shoppers were used to test the research model. The structural equation modeling technique was performed to test the research model. Results: The analytical results revealed that five dimensions of e-service quality were positively correlated with one another whereas some dimensions were negatively correlated with purchase intentions. The results of this study provide new insight into the literature as well as practical implications for marketers especially in Thai online market. Conclusion: This study develops the instrument dimensions of e-service quality through modifying the SERVQUAL model to examine the e-commerce context and to testify how these individual dimensions are interlinked with one another. It also suggests that responsiveness has two-sided affects that in responses which are too prompt and insistent could make the customer feel uncomfortable and perhaps ending up with no interaction and transaction.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results and Discussion

5. Conclusions, Implications, and Limitations

키워드

E-commerce Platform Online Service Quality Online Trust Purchase Intentions Thailand Lazada