THE INFLUENCE OF TECHNOLOGY ACCEPTANCE AND ELECTRONIC SERVICE QUALITY ON PURCHASE DECISION ON THE SHOPEE PLATFORM AMONG CONSUMERS IN HAT YAI DISTRICT, SONGKHLA PROVINCE

Abstract

This study aims to 1) examine the influence of technology acceptance on purchase decisions on the Shopee platform among consumers in Hat Yai District, Songkhla Province, and 2) examine the influence of electronic service quality on purchase decisions on the Shopee platform among consumers in the same area. This research employed a quantitative approach. The sample consisted of 400 consumers who had previously purchased products on the Shopee platform, selected using purposive sampling. Data were collected from questionnaires, and the analysis included descriptive statistics, correlation analysis, and multiple regression analysis. The findings revealed that 1) all five dimensions of technology acceptance-perceived usefulness, perceived ease of use, intention to use, perceived risk, and attitude toward usage-had a positive effect on purchase decisions at the 0.01 level of statistical significance, explaining 84% of the variance in purchase decisions, with perceived ease of use having the strongest influence; and 2) all five dimensions of electronic service quality also had a positive effect on purchase decisions at the 0.01 level of statistical significance, with responsiveness having the strongest influence. These findings indicate that both technology-related factors and electronic service quality jointly play a significant role in shaping consumers’ online purchasing behavior. This study contributes to the literature by integrating the concepts of technology acceptance and electronic service quality into a single analytical model, while also identifying the relative importance of key factors that e-commerce platform operators should prioritize to enhance user experience and stimulate purchase decisions, particularly in the context of a border economic hub such as Hat Yai District, Songkhla Province