DefinePK

Abstract

E-commerce has become a significant research area in psychology and management. This study investigates how E-service quality influences customer online shopping behavior by, focusing on the mediating role of customer satisfaction. Drawing upon the SERVQUAL model, we examine key factors shaping customer satisfaction with online E-services and how customers perceive and evaluate E-service quality across different platforms. Our study hypothesizes a positive relationship between E-service quality and customer online shopping behavior. Using a convenience sampling approach, we collected data from 265 university students. Our findings confirm that e-service quality is positively associated with online customer shopping behavior. Customer satisfaction plays a significant mediating role in this relationship. This study offers valuable insights into the role of online technology in shaping consumer behavior.