The influence of e-service quality on e-loyalty on SOCO by Sociolla online retail customers in Indonesia

Budiono, Cheryl Marvella and Kusumawardhany, Prita Ayu (2025) The influence of e-service quality on e-loyalty on SOCO by Sociolla online retail customers in Indonesia. Southeast Asian Journal of Service Management (SEAJSM), 2 (3). pp. 128-140. ISSN 3089-1469

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Abstract

This study investigates the effects of distrust in data protection, functional distrust, and distrust of AI replacing humans on students’ distrust of Artificial Intelligence (AI) in an innovation learning context. This study employs a survey-based approach and partial least squares Structural Equation Modeling (PLS-SEM) with bootstrapping to examine the proposed hypothesis. A total of 104 responses from innovation students at the University of Surabaya were collected using a structured questionnaire. Findings reveal that all three hypotheses were supported. Functional distrust about performance skepticism emerged as the strongest predictor of AI distrust, followed by data privacy concern and human superiority belief, with the three variables collectively explaining a substantial proportion of the variance in AI distrust. Findings suggest that educators and AI developers should address students’ capability skepticism and privacy concern to foster greater AI acceptance for innovation in higher education.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Depositing User:	PRITA AYU KUSUMAWARDHANY
Date Deposited:	20 Jul 2026 03:39
Last Modified:	20 Jul 2026 03:39
URI:	http://repository.ubaya.ac.id/id/eprint/50993

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