Enhancing Continuous Usage Intention in E-Commerce Marketplace Platforms: The Effects of Service Quality, Customer Satisfaction, and Trust

Abstract

E-commerce marketplace platforms have evolved into integral digital intermediaries that shape online transactions in competitive environments. Companies continuously endeavor to improve e-service quality, customer satisfaction, and e-trust to gain a competitive advantage. This study aimed to identify the relationships between e-service quality, customer satisfaction, e-trust, and continuous usage intention in e-commerce marketplace platforms. Moreover, this study examined the roles of customer satisfaction and e-trust as mediators. We estimated nine hypothesized relationships using a structural equation modeling technique. Data from 311 users were used in the data analysis. The results are as follows: First, e-service quality significantly and positively affects customer satisfaction, e-trust, and continuous usage intention. Second, customer satisfaction has a significant and positive impact on e-trust and continuous usage intention. Third, e-trust has a significant and positive impact on continuous usage intention. Finally, both customer satisfaction and e-trust serve as significant mediating factors in the relationship between e-service quality and continuous usage intention. These insights hold strategic importance for e-commerce marketplace platform operators, allowing them to formulate service strategies and policies tailored to enhance user experience, foster trust, and drive continued usage, thereby strengthening their market position and ensuring sustained success.