The Trust of Electronic Service Quality in Customer Patronage Willingness: The Regulatory Effect of Adopting Advanced Technology
研究了电子服务质量如何通过顾客信任影响其光顾意愿，并发现先进技术会增强这种影响，对电商平台提升服务和技术有参考价值。
In this article, we aim to investigate the influence of electronic service quality (ESQ) on customer patronage and examine the moderating effect of advanced technology in this context. The study employs a custom-designed questionnaire to investigate ESQ, customer trust, customer patronage, and respondents' personal information. The respondents are consumers from e-commerce platforms, such as Taobao, JD.com, and Tmall, totaling 130. The survey is conducted through social media platforms such as WeChat, Weibo, and QQ, and the respondents meet the criteria for using electronic services (e-services) and having a purchase intention. The survey results indicate that ESQ has a significant positive impact on customer trust. In particular, customers' trust in electronic commerce (EC) platforms increases with their perception of high-quality and reliable e-services. This trust further promotes customers' purchase intention. Specifically, when the level of advanced technology is high, the influence of ESQ on customer trust becomes more pronounced. This study concludes that ESQ substantially impacts both customer trust and patronage. Furthermore, advanced technology's moderating role emphasizes the significance of technological factors in the EC environment.