A Study of Factors Influencing Cross-border E-commerce Platform Service Quality

This study selected Thai university students with experience using cross-border platforms as research subjects. It used SPSS AMOS software to analyze 323 valid questionnaires using a structural equation model. The research sought to investigate the effects of the quality of cross-border platforms in the Thai market on Thai customers’ purchase intention. The service of cross-border e-commerce platforms was divided into six dimensions: ease of use, appearance design, security, responsiveness, reliability, and caring. The results showed that each service quality dimension of cross-border e-commerce platforms positively affects purchase intentions. Of these, responsiveness has the most significant impact on purchase intention.