Logistics Related Factors Affecting the Selection of Ecommerce Platform

Abstract

          The purpose of this study is to examine the relevance of structural equation model of logistic service-related factors affecting the use of ecommerce platform in Thailand. The indicators were derived from literatures review and relevant research studies. The data was collected from a sample of 373 ecommerce buyers from top 2 ecommerce platform brands in Thailand. The instrument used for the measurement was online questionnaire distribution with five-point scale. The data was analyzed by structural equation modeling program.
          It was found that structural equation model of logistic service quality factors and ecommerce service quality factors affecting the satisfaction of ecommerce shoppers corresponded to the literature and empirical data, where GFI = 0.801, AGFI = 0.754, CFI = 0.885, RMSEA = 0.104 which met the criteria set of the results of variable analysis. When the total effect of the model was considered, it was also found that, under the logistic service quality factors, observed variables, delivery speed (DS), delivery quality (DQ), delivery information (DI), and delivery cost (DC), has a significant direct effect to the satisfaction. Delivery speed has the most weight (0.817), followed by delivery quality (0.813), delivery information (0.810), and delivery cost (0.756). On top of that, under the ecommerce service factor group, weighted from observed variables, ease of use (EU) (0.946), web and application design (WD) (0.890), and information quality (IQ) (0.816), also has a direct effect to the satisfaction. In conclusion, logistic service quality has more significance in direct effect towards overall satisfaction and behavior intention via indirect effect than ecommerce platform service quality.