E-SERVICE QUALITY AS A MEDIATOR: INFLUENCING VIDEO STREAMING ADOPTION IN THAILAND
DOI:
https://doi.org/10.14456/aamr.2025.23Keywords:
E-Service Quality, Video Streaming, Technology Acceptance, Online User Behavior, ThailandAbstract
This study investigates the factors influencing the adoption of video streaming services in Thailand, with a specific focus on the mediating role of electronic service quality (E-SQ). In a rapidly evolving digital landscape, understanding the drivers behind consumer choices in this sector is crucial for strategic development. Employing a mixed-methods approach, qualitative insights from in-depth interviews with 15 key informants, including service providers and users, were integrated with quantitative data collected from 500 video streaming users across Thailand. Structural Equation Modeling (SEM) revealed that technology acceptance, user satisfaction, and online user behavior directly impact the decision to use video streaming services. Furthermore, E-SQ significantly mediates the relationships between these factors and adoption decisions, highlighting its critical role in shaping user perceptions and behaviors. The proposed model effectively explains consumer decision-making in the Thai video streaming market and offers strategic implications for service providers seeking to enhance their market position. Findings emphasize the importance of platform stability, responsiveness, data security, and personalized experiences in enhancing E-SQ and driving user adoption. This research contributes to the understanding of digital service adoption in emerging markets and provides actionable insights for industry stakeholders navigating the competitive video streaming industry.
Downloads
References
Abbad, M. (2021). Using the UTAUT model to understand students’ usage of e-learning systems in developing countries. Education and Information Technologies, 26, 7205-7224.
Ali, B., & Anwar, G. (2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. International Journal of Rural Development, Environment and Health Research, 5(2), 26-39.
Anand, K., Arya, V., Suresh, S., & Sharma, A. (2023). Quality Dimensions of Augmented Reality-based Mobile Apps for Smart-Tourism and its Impact on Customer Satisfaction & Reuse Intention. Tourism Planning & Development, 20(2), 236-259.
Asrilsyak, S., Putri, Y., Sayuti, A., Septyandi, C., & Rafdinal, W. (2021). The Model of Purchase Decision in The Online Stores Application Integration of Technology Acceptance Model, Personal Factors, Product Quality, and Price. Jurnal Riset Bisnis Dan Investasi, 7(2), 90-97.
Blognone. (2023). Market Share Statistics of Streaming Services in Thailand. Retrieved from www.blognone.com/node/132808.
Camilleri, M., & Falzon, L. (2021). Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT). Spanish Journal of Marketing - ESIC, 25(2), 217-238.
Chuayounan, S. (2018). Consumption Behavior, Understanding, and Attitudes Toward Environmental Corporate Social Responsibility of Convenience Store Businesses Among Students at the University of Phayao. Master of Business Administration Thesis, University of Phayao.
Creswell, J., & Plano-Clark, V. (2018). Designing and Conducting Mixed Methods Research (3rd ed.). California: SAGE Publishing.
Cronbach, L. (1970). Essentials of Psychological Testing. New York: Harper & Row.
Davis, F. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13, 319-340.
Erdem, S., Durmuş, B., & Özdemir, O. (2017). The Relationship with Ad Clicks and Purchase Intention: An Empiricial Study of Online Consumer Behaviour. European Journal of Economics and Business Studies, 3(3), 25-33.
Fahlevi, M. (2021). Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in Indonesia. IOP Conference Series: Earth and Environmental Science, 729, 012114.
Fang, M., Njangang, H., Padhan, H., Simo, C., & Yan, C. (2023). Social media and energy justice: A global evidence. [Unpublished master thesis]. Fuzhou University of International Studies and Trade.
Gefen, D., Karahanna, E., & Straub, D. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS quarterly, 27, 51-90.
Goutam, D., Ganguli, S., & Gopalakrishna, B. (2022). Technology readiness and e-service quality – impact on purchase intention and loyalty. Marketing Intelligence & Planning, 40(2), 242-255.
Hair, J., Babin, B., Anderson, R., & Black, W. (2019). Multivariate Data Analysis (8th ed.). London: Pearson Prentice.
Hanaysha, J., Al-Shaikh, M., & Alzoubi, H. (2021). Importance of Marketing Mix Elements in Determining Consumer Purchase Decision in the Retail Market. International Journal of Service Science, Management, Engineering, and Technology, 12(6), 56-72.
Jasmani, J., & Sunarsi, D. (2020). The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang. PINISI Discretion Review, 3(2), 165-174.
Kesavan, S., Kumar, E., Kumar, A., & Vengatesan, K. (2021). An investigation on adaptive HTTP media streaming Quality-of-Experience (QoE) and agility using cloud media services. International Journal of Computers and Applications, 43(5), 431-444.
Khreaurattanachai, S. (2019). The Factors Affect the Membership Status of Video Streaming Application's Members in Bangkok. Master of Business Administration Thesis, Ramkhamhaeng University.
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). London: Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. New Jersey: John Willey & Sons.
Lee, V., Park, S., & Lee, D. (2022). The Effect of E-commerce Service Quality Factors on Customer Satisfaction, Purchase Intention, and Actual Purchase in Uzbekistan. Global Business & Finance Review, 27(3), 56-74.
Leecharoen, B., Boonyoung, Y., & Siangchokyoo, N. (2023). Service Quality and Brand Repurchase of Electronic Devices: The Role of Customer Satisfaction and Shopping Involvement as Mediators. Asian Administration and Management Review, 6(2), 41-51.
Long, Q., & Tefertiller, A. (2020). China’s New Mania for Live Streaming: Gender Differences in Motives and Uses of Social Live Streaming Services. International Journal of Human–Computer Interaction, 36(14), 1314-1324.
Maslim, H., & Pasaribu, L. (2021). The Influences of Social Media Marketing, Service Quality and EWOM on Purchase Intention. Enrichment: Journal of Management, 12(1), 18-23.
Mehrabian, A., & Russell, J. (1974). An Approach to Environmental Psychology. Massachusetts: The MIT Press.
Ngobeni, N. (2019). Investigating the Introduction of Economic Land Use Developments to Create Rail Contra-Flow Using a Strategic Model: A Case Study of Johannesburg. Master’s Thesis, University of Cape Town.
Nhapulo, A. (2020). Factors Influencing Consumers’ Behaviour Towards Online Shopping for Consumer Electronics in Gauteng, South Africa. Master of Commerce Thesis, University of South Africa.
Pandey, N., & Pal, A. (2023). Global adoption and impact of over-the-top streaming services. Global Journal of Enterprise Information System, 14(4), 54-66.
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.
Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.
Rust, R., & Oliver, R. (1994). Service Quality: Insights and Managerial Implications from the Frontier. In R. Rust, & R. Oliver. (eds.). Service Quality: New Directions in Theory and Practice (pp. 1-19), California: SAGE Publications.
Saksoong, A., Na nan, A., & Srisook, T. (2020). Mobile Technology Acceptance and Online Behavior of Choice Use Food Ordering Service Through Consumer Application in Lampang Province. Western University Research Journal of Humanities and Social Science, 6(3), 162-174.
Sriviroj, S. (2019). Can Customer Experience Management Actually Create Satisfaction and Loyalty to Business ?. EAU Heritage Journal Social Science and Humanities, 9(2), 35-43.
Sriwilai, S., & Dokmai, A. (2020). Customer Satisfaction on Service Quality of Marine Office Ayutthaya. Journal of Management Science Review, 22(2), 131-139.
Suhartanto, D., Dean, D., Ismail, T., & Sundari, R. (2020). Mobile banking adoption in Islamic banks: Integrating TAM model and religiosity-intention model. Journal of Islamic Marketing, 11(6), 1405-1418.
Tancharoen, P., & Sa-ardnak, A. (2020). Technology Acceptance Influencing the Selection of Food Delivery Business Applications among Customers in Bangkok. Master’s Thesis, Silpakorn University.
Trakarnsakdikul, N., Chaiyapan, S., & Leecharoen, B. (2021). Factors Affecting E-Book Purchase Decisions of Customers in Thailand. Asian Administration and Management Review, 4(1), 28-35.
Trakarnsakdikul, N., Chaiyapan, S., & Leecharoen, B. (2022). Influence of Electronic Service Quality as a Mediator Variable in a Causal Relationship Model of Consumer E-Book Purchase Decisions in Thailand. Journal of Interdisciplinary Research: Graduate Studies, 11(2), 209-224.
Venkatesh, V., Thong, J., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157-178.
Wicaksono, A., & Ishak, A. (2022). Promoting online purchase intention through website quality, EWOM, receiver perspective, consumer satisfaction and brand image. International Journal of Research in Business and Social Science, 11(1), 2147-4478.
Zeithaml, V., Parasuraman, A., & Malhotra, A. (2002). Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge. Journal of the Academy of Marketing Science, 30, 362-375.
Zhang, X., Liu, H., & Yao, P. (2021). Research Jungle on Online Consumer Behaviour in the Context of Web 2.0: Traceability, Frontiers and Perspectives in the Post-Pandemic Era. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1740-1767.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Authors
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
.png)
