THE IMPACTS OF ELECTTRONIC SERVICE QUALITY AND TRUST ON PERCEIVED BENEFITS OF ONLINE SHOPPING IN THAILAND VIA ELECTTRONIC MARKETPLACE CHANNEL
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Abstract
This research has the objective to investigate the impacts of electronic service quality and trust on perceived benefits of online shopping in Thailand via electronic marketplace channel. The research sample consisted of 300 customers who used to buy products via electronic marketplace channel in Thailand, obtained by a non-probability sampling method of convenience sampling. The data collecting instrument was an online questionnaire. Descriptive statistics used for data analysis were the mean, percentage, and standard deviation; while structural equation modeling was used for hypothesis testing. The results show that the model is fitted with the empirical data. The value of the structural model fit indices showed that CMIN/DF = 2.496, GFI = 0.924, NFI = 0.929, RFI = 0.910, IFI = 0.956, TLI = 0.944, CFI = 0.956 and RMSEA = 0.072. The findings of hypothesis testing reveal that electronic service quality has both direct and indirect influences on perceived benefits of online shopping in Thailand via electronic marketplace channel at the .001 level of statistical significance. Electronic service quality also has direct influence on trust at the .001 level of statistical significance. Furthermore, trust has direct influence on perceived benefits of online shopping in Thailand via electronic marketplace channel at the .001 level of statistical significance. From this research, the main results are that e-service quality and trust are the important factors in developing e-commerce business, which also affect the customers’ perceived benefits of online shopping. As such, the results of this research can be used as a model for e-commerce entrepreneurs in formulating strategies to gain competitive advantages and to develop efficient customer services that are in accordance with the needs of consumers, which is a factor contributing to the success of e-commerce entrepreneurs in Thailand.
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