INFLUENCE OF ELECTRONIC SERVICE QUALITY AS A MEDIATOR VARIABLE IN A CAUSAL RELATIONSHIP MODEL OF CONSUMER E-BOOK PURCHASE DECISIONS IN THAILAND

Abstract

The objectives of this research were 1) to study the direct and indirect influences of technology acceptability, the quality of electronic services, and online consumer behavior on consumers' decisions to purchase e-books in Thailand 2) to develop a causal relationship model of consumers' e-book purchase decisions in Thailand. The results revealed a relationship between the causal variables gleaned from the literature research and the decision to purchase e-books. Additionally, a sample of purchasers and readers chosen in Thailand can be studied using the conceptual framework created from literature reviews. The second phase then employs quantitative research techniques to test research hypotheses. The sample population consisted of Thai e-book buyers. A questionnaire that was self-administered was used by all 429 participants. Causal analysis is used in quantitative research. Structural Equation Model (SEM) Research: SEM utilizes the LISREL program to examine the theoretical hypothesis model's congruence with the empirical data. The study discovered that in Thailand, customers' decisions to buy e-books were directly influenced by the causal factors of technology acceptability, online consumer behavior, and e-service quality. It was also discovered that the model's intermediate variable was the model's e-service quality.