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E-SERVICE QUALITY AS A MEDIATOR: INFLUENCING VIDEO STREAMING ADOPTION IN THAILAND |
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| รหัสดีโอไอ | |
| Creator | Nutchapisitd AEKPHATCHARAPHAN |
| Title | E-SERVICE QUALITY AS A MEDIATOR: INFLUENCING VIDEO STREAMING ADOPTION IN THAILAND |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2568 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | Article 23 |
| Keyword | E-Service Quality, Video Streaming, Technology Acceptance, Online User Behavior, Thailand |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/279002 |
| ISSN | 2730-3683 |
| Abstract | This study investigates the factors influencing the adoption of video streaming services in Thailand, with a specific focus on the mediating role of electronic service quality (E-SQ). In a rapidly evolving digital landscape, understanding the drivers behind consumer choices in this sector is crucial for strategic development. Employing a mixed-methods approach, qualitative insights from in-depth interviews with 15 key informants, including service providers and users, were integrated with quantitative data collected from 500 video streaming users across Thailand. Structural Equation Modeling (SEM) revealed that technology acceptance, user satisfaction, and online user behavior directly impact the decision to use video streaming services. Furthermore, E-SQ significantly mediates the relationships between these factors and adoption decisions, highlighting its critical role in shaping user perceptions and behaviors. The proposed model effectively explains consumer decision-making in the Thai video streaming market and offers strategic implications for service providers seeking to enhance their market position. Findings emphasize the importance of platform stability, responsiveness, data security, and personalized experiences in enhancing E-SQ and driving user adoption. This research contributes to the understanding of digital service adoption in emerging markets and provides actionable insights for industry stakeholders navigating the competitive video streaming industry. |
