With the rapid development of e-commerce, understanding the factors that influence users’ continuous usage intention has become increasingly important for online platforms. Although prior studies have widely examined service quality and user behavior, the underlying mechanisms through which electronic service quality affects users’ continued usage intention remain insufficiently explored. Therefore, this study investigates the relationships among e-service quality (ESQ), e-user satisfaction (EUS), e-user engagement (EUE), and continuous usage intention (CUI). A quantitative research approach was adopted, and data were collected through an online questionnaire survey. A total of 297 valid responses were obtained from individuals with prior experience using e-commerce platforms. The proposed research model and hypotheses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The empirical results indicate that ESQ has a significant positive impact on both EUS and EUE. Furthermore, EUS and EUE positively influence CUI. The mediation analysis also reveals that both EUS and EUE play significant mediating roles in the relationship between ESQ and CUI. These findings provide important insights for e-commerce platforms by highlighting the critical role of service quality in enhancing user satisfaction and engagement, which ultimately strengthens users’ intention to continue using online services. The study contributes to the existing literature on digital service management and offers practical implications for improving user retention in the e-commerce environment.
Lv et al. (Tue,) studied this question.