The Impact of Human-Computer Interaction on Electronic Service Quality Satisfaction towards Taobao Online Platform: Mediated by Task Technology Fit

Abstract

How human-computer interaction affects customer electronic service quality satisfaction is an important issue that electronic service-based companies need to consider. This paper constructs a conceptual model based on service dominant logic theory and task technology fit theory. It conducts a questionnaire survey of 559 Taobao platform users to verify the proposed hypothesis. The results show that human-computer interaction comprises three basic factors (technology functionality, task routineness, and technology readiness) and two core factors (interaction between task routineness and technology functionality, and interaction between technology readiness and technology functionality). This research enriches the theoretical basis of electronic service quality. It promotes the development of task technology fit theory in service science, providing guidance for electronic service-based companies to improve service interfaces and enhance electronic service quality.

Keywords:

• Human-computer interaction
• electronic service quality satisfaction
• task-technology fit theory
• service dominant logic theory
• taobao platform

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data that support the findings of this study are available from the corresponding author upon reasonable request.

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Qijie Ruan

Qijie Ruan is a Ph.D candidate at Faculty of Modern Languages and Communication, Universiti Putra Malaysia. She was a well-known journalist and director in the News Center of Nanjing TV Station. Her main research interests are mass communication and media studies, social media and commercial communication. E-mail: [email protected]

Mengyu Li

Mengyu Li is a candidate at the College of Humanities and Development studies, China Agricultural University to participate in the postdoctoral project (Professor Li Hongyan, the project supervisor). Her main research interests are mass communication and media studies, social media and society, broadcasting. Email: [email protected]

Wan Anita Binti Wan Abas

Wan Anita Binti Wan Abas corresponds for this article, is a senior lecturer at the Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Her research interests and fields are mainly in Media Usage and Effect; Communication Technoloy; Family Communication; Developmental Communication. Email: [email protected]

Abd Rauf Bin Hassan

Abd Rauf Hassan is an Associate Professor at the Faculty of Modern Languages and Communication, Universiti Putra Malaysia. His research interests and fields are mainly in Linguistics; Syntax; Lexicography; Pengajian Al-Quran. Email: [email protected]

Huinan Liu

Huinan Liu is a Ph.D candidate at Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Her main research interests are mass communication, social media and society, broadcasting. E-mail: [email protected]