Analysis of Consumer Service Quality Factors Impacting on Online Shopping Based on Technology Acceptance Model: A Green Purchase Intent in China

Abstract

The effect of different service quality factors on online shopping, specifically green purchase intention in China is examined in this work. By employing partial least squares structured equation modelling (PLS-SEM), the study assessed the data obtained from 159 respondents who filled out valid semi-structured questionnaires from the e-commerce company’s employees. Based on the TAM model, this study tested the consumer green purchase intentions where the factors involved were supply chain management, inventory management, supplier relationships, quality control, and return policies. All these aspects, the study established, increase customer satisfaction and the likelihood of buying the product. Customer satisfaction is a mediator that balances the association between e-commerce platform service quality and consumer buying behaviour. Similarly, the study findings revealed that supply chain management practices, inventory management, relationships with suppliers, quality management and return policies regarding green products were significant factors that affected green purchase intention. The study emphasizes the need to sustain high standards of service delivery to increase employees’ customers’ satisfaction and consumption cultures. Behavioural e-commerce and consumer research are both advanced by this study, and findings aimed at enhancing e-commerce service quality and encouraging environmentally friendly purchasing. However, the findings of the study cannot be generalized widely due to the regional context and the small sample size of the study, so it is imperative to conduct more extensive Studies that can support these findings.