Perceptions of Service Quality and Brand Trust towards the Temu Application from the Perspective of Thai Consumers
Keywords:
Service Quality Perception, Brand Trust, Purchase Decision, Temu ApplicationAbstract
This research aimed to: (1) examine Thai consumers’ purchasing behavior on the Temu application; (2) investigate their perceptions of service quality; (3) assess their level of brand trust; and (4) analyze the influence of perceived service quality and brand trust on their purchasing decisions when using the Temu application. A quantitative research design was employed, utilizing an online questionnaire administered to 400 respondents selected through a simple random technique. Descriptive statistics including frequency, percentage, and mean were used to summarize the data, while inferential statistics were applied through multiple regression analysis with Enter method.
The findings indicated that most respondents were female, between 28 and 45 years old, held a bachelor’s degree, worked in private-sector organizations, and had an average monthly income between 15,001 and 30,000 baht. Respondents reported a very high level of perceived service quality, particularly with respect to personal data security and the efficiency of the platform’s technical systems. Their level of brand trust was also high, with the highest ratings given to perceptions of the brand’s competence and attentiveness.
Hypothesis testing revealed that personal demographic factors significantly influenced purchasing decisions, with the exception of average monthly income, which showed no significant effect. Both perceived service quality and brand trust exerted statistically significant positive influences on purchasing decisions at the 0.05 level. Perceived service quality accounted for 63% of the variance in purchasing decisions, whereas brand trust explained 76%. Overall, the study offers strategic recommendations for practitioners seeking to enhance service quality and strengthen brand trust, thereby supporting sustainable growth within Thailand’s e-commerce sector.
References
Business Insider. 2024. Temu was one of the fastest-growing websites in 2023. Business Insider. Retrieved October 10, 2024 from https://www.businessinsider.com/temu-us-e-commerce-700-percent-growth-2024-1
Chaudhuri, A. and Holbrook, M. B. 2001. The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing. Vol. 65. No. 2. 81 – 93. Retrieved October 20, 2024 from https://doi.org/10.1509/jmkg.65.2.81.18255
Chayanan, C. 2017. Factors of brand trust and online brand communities influencing consumers’ decisions to purchase luxury handbags through social networks in Bangkok. Independent Study. Master of Business Administration. Bangkok University.
CNBC. 2024. Temu’s global expansion and factory-to-consumer model explained. CNBC. Retrieved October 19, 2024 from https://www.cnbc.com/2025/04/16/temu-cuts-us-ad-spend-drops-in-app-store-rank-after-trump-tariffs-.html
ETDA. 2024. E-commerce trends and consumer behavior in Thailand 2024. Electronic Transactions Development Agency. Retrieved October 19, 2024 from https://www.etda.or.th/th/e-Commerce.aspx
Han, J. M. 2021. Marketing mix factors, brand trust, and brand image influencing the purchase decision of Huawei mobile phones among consumers in Bangkok. Bangkok University.
Hou, J. and Elliott, K. 2021. Mobile shopping intensity: Consumer demographics and motivations. Journal of Retailing and Consumer Services. Vol. 63. Article 102741. Retrieved October 23, 2024 from https://doi.org/10.1016/j.jretconser.2021.102741
Kajabnark, C. 2024. Influencing Factors of Consumer Brand Trust towards Sustainable Brands among Generation Z and Millennials in Thailand. Arts of Management Journal. Vol. 9. No. 5. 104 – 119.
Kotler, P. 2020. Marketing 5.0: technology for humanity. Hoboken. New Jersey: John Wiley & Sons, Inc.
Lassoued, R. and Hobbs, J. E. 2015a. Brand trust and consumer behavior: A review of the literature. Journal of Retailing and Consumer Services. Vol. 22. No. 1. 1 – 8. Retrieved October 20, 2024 from https://doi.org/10.1016/j.jretconser.2014.09.002
Lassoued, R. and Hobbs, J. E. 2015b. Consumer confidence in credence attributes: The role of brand trust. Food Policy. Vol. 52. No. 1. 99 – 107.
Leecharoen, B., Boonyoung, Y. and Siangchokyoo, N. 2023. Service Quality and Brand Repurchase of Electronic Devices: The Role of Customer Satisfaction and Shopping Involvement as Mediators. Asian Administration and Management Review.
Mohammad, R. H., Michel, L. and Marie, O. R. 2014. The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior. Vol. 37. No. 1. 152 – 161.
Nantasaree, S. et al. 2012. Marketing: An Introduction. Bangkok: Pearson Education Indochina Co., Ltd.
Natthida, S. and Kraichit, S. 2014. Marketing mix factors, brand loyalty, and brand trust affecting the satisfaction of travel agency service users in Bangkok and metropolitan areas. Journal of Business and Management Research. Vol. 2. No. 1. 1 – 25.
Nimtrakool, K. and Saisanit, S. 2023. The Digital Marketing that Influences Consumers’ Community Product Purchasing Decisions through Electronic Commerce Channels. Arts of Management Journal. Vol. 7. No. 3. 1225 – 1247.
Nookate, P., Khwantongyim, W. and Kaewjarus, A. 2024. The Influence of Trust on the Decision Making Process of Purchasing Products through TikTok Live among Undergraduate Students in Mueang District, Songkhla Province. Journal of Management Sciences. Songkhla Rajabhat University. Vol. 3. No. 1. 12 – 23.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. 2002. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing. Vol. 64. No. 1. 12 – 40. Retrieved October 20, 2024 from https://doi.org/10.1016/S0022-4359(99)00084-3
Praditsuwan, N. and Karnreungsiri, I. 2024. Consumer Purchasing Process in Digital Market: A Case Study of Small and Medium Enterprises in Thailand. Asian Administration and Management Review. Vol. 1 No. 2. 56–70.
Ratchadaporn, B., Jabjai, K., Phongmekhin, B., Sukanake, J., and Tiemtat, W. (2020).
The relationship between brand equity and trust and the buying decision of Fila’s fashion apparel for the Generation Y and Generation Z consumers in Bangkok. St. John’s Journal. Retrieved October 20, 2024 from https://sju.ac.th/pap_file/ca05131acdff505accd2e922ea4010de.pdf
Rattanawilai, C. and Ru Zhue, J. 2025. Influence of Motivation and Confidence on Consumers' Purchase Decisions through Social Media: A Case Study in Thailand. International Journal of Multidisciplinary Research and Growth Evaluation. Vol. 6. No. 3. 493 – 501.
Schiffman, L. G. and Kanuk, L. L. 1997. Consumer behavior. 6th Ed. Upper Saddle River. N.J.: Prentice Hall.
Siritho, S. 2022. Service quality perception and purchase intention through live streaming among Chinese consumers. MUT Journal of Business Administration. Vol. 19. No. 2. July–December 2022.
Tanyong, P. and Nimitsadikul, P. 2024. Components of Electronic Service Quality of E commerce Business in Thailand. Arts of Management Journal. Vol. 6. No. 4. 1713 – 1732.
The Nation Thailand. 2025. E-commerce competition and government measures in Thailand. The Nation. Retrieved October 20, 2024 from https://www.nationthailand.com/news/general/40040183
Yamane, T. 1973. Statistics: An introductory analysis. 3rd Ed. New York. NY: Harper & Row.
Yanpitak, P. 2023. The Influence of Online Marketing on Online Purchasing Decisions. Interdisciplinary Academic and Research Journal. Vol. 3. No. 6. 1005 – 1020.
Zeithaml, V. A., and Berry, L. L. 1988. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing. Vol. 64. No. 1. 12–40.
Zeithaml, V. A., Parasuraman, A. and Malhotra, A. 2002. Service Quality DeliveryThrough Web Sites: A Critical Review of Extant Knowledge. Journal of the Academy of Marketing Science. Vol. 30. No. 4. 362 – 375.
Zeithaml, V.A. 1988. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. Vol. 52. No. 3. 2 – 22. Retrieved October 21, 2024 from https://www.jstor.org/stable/1251446
Additional Files
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร
บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น
