E-service quality, E-trust, and continuance intention in Thai digital marketplaces: The null role of product quality

Thailand's digital marketplace sector has grown rapidly, with platforms such as Shopee and Lazada operating across a mobile-first, multi-seller environment where service quality is central to user retention. Drawing on Expectation–Confirmation Theory (ECT), this study examines how five e-service quality dimensions shape e-trust, and how e-trust and e-satisfaction drive continuance usage intention. PLS-SEM was applied to data from 423 Thai marketplace users. Shipping reliability, delivery time, customer service quality, and website quality positively influence e-trust, whereas product quality does not show an independent effect after other service-quality dimensions are controlled. E-trust strongly predicts e-satisfaction, and mediation analysis confirms that e-satisfaction significantly transmits the effect of e-trust to continuance usage intention. The findings extend ECT within the Thai multi-seller marketplace context by showing that fulfilment reliability and support responsiveness are especially salient for platform-level trust formation in this setting. Practically, the results offer prioritised guidance for platform operators, logistics providers, customer service teams, and UX designers strengthening user trust and retention.