The influence of online service quality on the customer’s purchase intention towards e-book applications.

Abstract

Electronic books (also known as e-books) have been widely accepted and used in few recent years due to their beneficial features. Additionally, the adoption and acceptance of e-books has been increased during the COVID-19 pandemic. In Thailand, there was also an upward trend in e-books reading during the COVID-19 outbreak. Due to the increasing demand for e-books, various e-book applications have been launched into the market creating high competition among the direct competitors. To create the competitive advantage over the competitors, developing & improving online service quality of e-book application can be one of potential solutions. As there are total six online service quality dimensions (i.e., reliability, responsiveness, competence, ease of use, security, and product portfolio), this research aims to study the influence of each online service quality dimension on the customer’s purchase intention towards e-book applications. For the research methodology, online questionnaire was distributed to collect data from the 125 qualified respondents with aged over 18 years old and have purchased e-book through any e-book applications within the previous 1 year. After analyzing the survey responses by IBM SPSS software, the findings revealed that only product portfolio has the positive influence on the customer’s purchase intention towards e-book applications.