Factors of electronic service quality affecting the purchase decision of online pre-order fashion clothes via Shopee Application

The objectives of the research were to study the factors related to electronic service quality, including efficiency, system availability, fulfillment, privacy, responsiveness, compensation, and contact, affecting the purchase decision of online pre-order fashion clothes via the SHOPEE application. The sample group consisted of 400 respondents, aged from 20 to 60 years old, who had experience of using the service or buying pre-order fashion clothes from the Shopee application. The research instruments were questionnaires distributed online. The statistics used in this research were frequency, percentage, mean, standard deviation in analysis data, and multiple regressions.The result found that most of the respondents were female, aged between 31 and 40 years old, held a bachelor's degree, and were working as company employees. The average monthly income per month was between 20,001 and 30,000 baht. The majority of respondents used the Shopee application 1-3 times per week. The findings indicated that electronic service quality, including efficiency, system availability, fulfillment, privacy, responsiveness, compensation, and contact, influenced purchase decisions of pre-ordered fashion clothes via the Shopee application at a statistically significant level.The researchers hoped that this study would benefit entrepreneurs selling clothes online, especially online retailers and E-marketplace providers. The study could describe the E-service quality including efficiency, system availability, fulfillment, privacy, responsiveness, compensation, and contact affecting the purchase decision of online pre-order fashion clothes online via the Shopee application, whereby people interested in this research could apply the information from this research to meliorate and plan marketing strategies to create an advantage for the business in the future along a sustainable path.