AUTHOR=Fan Wenfang , Shao Bingjia , Dong Xiaohua 

TITLE=Effect of e-service quality on customer engagement behavior in community e-commerce

JOURNAL=Frontiers in Psychology

VOLUME=13

YEAR=2022

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.965998

DOI=10.3389/fpsyg.2022.965998

ISSN=1664-1078

ABSTRACT=<p>Customer engagement behavior is a critical success factor for community e-commerce. While many community e-commerce websites are currently improving service quality to enhance customer engagement behavior, little is known about how such e-services affect customer engagement behavior. Building upon the <italic>stimulus-organism-response</italic> (SOR) model, this study developed a research model to explain how e-service quality of community e-commerce platform affects customer engagement behavior through customer trust and perceived risk. The research model was empirically evaluated by surveying 326 customers who have shopped through the community e-commerce platforms. The results indicate that e-service quality (system design, intelligent fulfillment, security assurance, and interactive service) positively affects customer engagement behavior. Besides, customer trust and perceived risk play a mediating role between e-service quality and customer engagement behavior. This study offers recommendations to managers on how to build an attractive community e-commerce platform to stimulate customer engagement behavior.</p>