THE IMPACT OF SEAMLESS USER EXPERIENCE, SOCIAL PROOF, PERCEIVED RISK, AND E-WORD OF MOUTH ON E-COMMERCE BUSINESSES

Abstract

This study aims to contribute to the growing body of knowledge on e-commerce by developing an integrated model that examines the relationships between seamless user experience, social proof, perceived risk, trust, and electronic word-of-mouth (eWOM) in the Thai context. Using advanced analytical techniques such as Structural Equation Modeling (SEM), the research provides a comprehensive understanding of how these variables interact to influence consumer behavior in digital marketplaces. The study is theoretically and practically significant, offering actionable insights for e-commerce businesses in Thailand to enhance user experience, reduce perceived risk, build trust, and leverage eWOM for improved engagement and customer retention.