ELECTRONIC SERVICE QUALITY, PERCEIVED VALUE, AND SERVICE SATISFACTION OF DIGITAL COMICS APPLICATIONS

Abstract

This research aimed to study the e-service quality and perceived value affecting the satisfaction of digital comics applications. The sample group consisted of four hundred service users who currently use or have previously used digital comics applications. The questionnaires were used for data collection. The statistics for analysis included percentage, mean, standard deviation, and multiple regression analysis. The research found that most of the respondents were female, aged between 21-25, with an educational level of a bachelor's degree, worked as a student or homemaker, or were unemployed and had a monthly income of less than or equal to 10,000 Baht. The opinions of the e-service quality in terms of system availability, efficiency, and fulfillment were at the highest level; privacy was at a high level; perceived value in terms of emotional value was at the highest level; functional value and social value were at a high level. The results of the hypothesis testing were as follows: the e-service quality in aspects of efficiency, fulfillment, system availability, and privacy affecting the satisfaction of digital comics applications and could be explained by adjusted R² was 38.1%. The perceived value in functional, emotional, and social aspects affects the satisfaction of digital comics applications and could be explained by adjusted R² was 52.2%.