Impact of Electronic Service Quality and Perceive Value on Continuance Intention to Use Application for Reading Digital Comics among Generation Z in Pathum Thani Province

Authors

  • Seree Gronphet Faculty of Business Administration, Rajamangala University of Technology Thanyaburi
  • Nattapong Sribunruang Faculty of Business Administration, Rajamangala University of Technology Thanyaburi
  • poonsak poolmuangrat Independent Academic

Abstract

        This research aims to study the impact model of electronic service quality and reader perceive value on continuance intention to use application for reading digital comics. It is a quantitative research using online questionnaires as a tool for collecting data from the generation Z that had used the application to read digital comics, totaling 400 persons were used to analyze the data with descriptive statistics, including frequency distributions, percentage averages, and inferential statistics using structural equation models

        This research found that electronic service quality and reader perceive value has a positive impact on continuance intention to use application for reading digital comics. Statistically significant at the 0.001 level and reader perceive value can mediating the relationship between electronic service quality and continuance intention to use application for reading digital comics. Statistically significant at the 0.001 level. In addition the factor that has the greatest overall influence on continuance intention to use application for reading digital comics is electronic service quality (TE=0.907), followed by reader perceive value (TE=0.523). All factors can together predict continuance intention to use application for reading digital comics of the Generation Z in pathum thani province at 90.00 % (R2=0.90)

 

Author Biographies

Seree Gronphet, Faculty of Business Administration, Rajamangala University of Technology Thanyaburi

 

 

Nattapong Sribunruang, Faculty of Business Administration, Rajamangala University of Technology Thanyaburi

 

 

poonsak poolmuangrat, Independent Academic

 

     

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Published

2023-11-22

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Research Articles