Factors affecting e-service quality and customer satisfaction on customer behavior in online shopping for electronic entertainment product category

Abstract

The world has entered a digital era with new technologies and innovations created to facilitate human beings. Electronic commerce has changed how we do business by forcing companies to find new ways to expand their market by developing products and services to meet customers' needs as much as possible. The purpose of this study was to investigate the factors affecting e-service quality and customer satisfaction on customer behaviors of repurchase intention and word of mouth in the online shopping electronic entertainment product category. The conceptual model of this study applied the conceptualization of e-service quality with dimensions of the E-S-Qual model and additional related factors, which were enjoyment and innovation technology. This study was a quantitative research, online survey was completed by 410 people living in Bangkok metropolitan who have experienced in online shopping for electronic entertainment products. The statistical analysis included descriptive and inferential statistics. The data were analyzed to find the correlation using SEM structural equation with the Smart PLS v. 4.0.8.4 program. The study discovered that factors related to efficiency, system availability, privacy, enjoyment, and innovation technology affected the quality of electronic services, which in turn impacted consumer satisfaction, repurchase intention, and electronic word of mouth. On the other hand, the quality of electronic services for purchasing electronic entertainment products was unaffected by fulfillment factors. Implication of the Thematic Paper: Service providers should consider making the ordering procedure simple ensure that the platform always availability, keep client confidence before and after using the platform apply the entertainment activities, and integrate new technology into the platform. Future research may focus in gathering data regarding consumers who have never purchased electronic entertainment product online and analyzing factors that determine the quality of electronic services for this group.