E-service quality, E-trust, and continuance intention in Thai digital marketplaces: The null role of product quality

Tedjakusuma, Adi Prasetyo and Kulachai, Waiphot and Homyamyen, Patipol (2026) E-service quality, E-trust, and continuance intention in Thai digital marketplaces: The null role of product quality. Social Sciences & Humanities Open, 14. 103475/1-13. ISSN 2590-2911

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Abstract

Thailand's digital marketplace sector has grown rapidly, with platforms such as Shopee and Lazada operating across a mobile-first, multi-seller environment where service quality is central to user retention. Drawing on Expectation–Confirmation Theory (ECT), this study examines how five e-service quality dimensions shape e- trust, and how e-trust and e-satisfaction drive continuance usage intention. PLS-SEM was applied to data from 423 Thai marketplace users. Shipping reliability, delivery time, customer service quality, and website quality positively influence e-trust, whereas product quality does not show an independent effect after other service- quality dimensions are controlled. E-trust strongly predicts e-satisfaction, and mediation analysis confirms that e-satisfaction significantly transmits the effect of e-trust to continuance usage intention. The findings extend ECT within the Thai multi-seller marketplace context by showing that fulfilment reliability and support responsiveness are especially salient for platform-level trust formation in this setting. Practically, the results offer prioritised guidance for platform operators, logistics providers, customer service teams, and UX designers strengthening user trust and retention.

Item Type:	Article
Uncontrolled Keywords:	E-Service quality; e-trust; e-satisfaction; Expectation-confirmation theory; PLS-SEM
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Ester Sri W. 196039
Date Deposited:	26 Aug 2026 02:54
Last Modified:	26 Aug 2026 02:54
URI:	http://repository.ubaya.ac.id/id/eprint/51210

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