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Assessing The Importance of Pinduoduo E-commerce Platform’s Cross-border Service Quality in Thailand to The Shopping Frequency of Chinese Students at Chiang Mai University

0 citations0/0 files storedJoint International Conference on Digital Arts, Media and Technology with ECTI Northern Section Conference on Electrical, Electronics, Computer and Telecommunications Engineering (ECTI DAMT & NCON)

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E-commerce and Technology Innovations Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

This study selected Chinese students from Chiang Mai University in Thailand who had experience in using Pinduoduo platform for cross-border transportation in Thailand as the research subjects. It used SPSS AMOS software to analyze 300 valid questionnaires using structural equation modelling. The study aims to investigate the impact of the overall e-commerce quality of Pinduoduo platform and Thailand's cross-border logistics services on the purchase frequency of Chinese international student consumers. The services of the e-commerce platform are divided into six dimensions: customer service, economy, cross-border logistics, responsiveness, reliability, and tangibility. The results show that the overall e-commerce quality dimensions of Pinduoduo platform and Thailand's cross-border logistics services positively impact purchase intention. Among them, economy, cross-border logistics and responsiveness have the most significant impact on purchase intention.

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References

1970Determining Sample Size for Research Activities 2004E-S-QUAL 2002Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge 2005Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context 2010Developing e-service quality scales: A literature review 2021E-Commerce Logistics Service Quality 2023The Role of Platform Quality on Consumer Purchase Intention in the Context of Cross-Border E-Commerce: The Evidence from Africa 2021Factors Influencing Purchase Decision of Chinese Consumer under Live Streaming E-Commerce Model

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