The Influence of Multi-Dimensional Interaction
in E-Commerce Platform Service Systems on
Customer Loyalty in China: A Customer Psychology
Perspective

 

อิทธิพลของปฏิสัมพันธ์หลายมิติในระบบบริการแพลตฟอร์ม
อีคอมเมิร์ซต่อความภักดีของลูกค้าในประเทศจีน :
มุมมองจิตวิทยาผู้บริโภค

 

 

Received:
February 22, 2026

Revised:
April 27, 2026

Accepted:
April 30, 2026

Chunlin Hua

Doctoral Candidate of Philosophy Program in Business Administration,

Graduate School, Stamford International University

(Corresponding Author)

Dr.Lu Suo

Lecturer of Doctor of Philosophy Program in Business Administration,

Graduate School, Stamford International University

 

 

วันที่ได้รับต้นฉบับบทความ :
22 กุมภาพันธ์ 2569

วันที่แก้ไขปรับปรุงบทความ :
27 เมษายน 2569

วันที่ตอบรับตีพิมพ์บทความ :
30 เมษายน 2569

 

ชุนหลิน ฮัว

นักศึกษาปริญญาเอก หลักสูตรปรัชญาดุษฎีบัณฑิต สาขาบริหารธุรกิจ

บัณฑิตวิทยาลัย มหาวิทยาลัยนานาชาติสแตมฟอร์ด

(ผู้ประสานงานหลัก)

ดร.ลู สัว

อาจารย์ประจำหลักสูตรปรัชญาดุษฎีบัณฑิต สาขาบริหารธุรกิจ

บัณฑิตวิทยาลัย มหาวิทยาลัยนานาชาติสแตมฟอร์ด

 

 

Keywords:
Multi-dimensional Interaction,
Psychological Ownership,
Customer Engagement,
Customer Loyalty

ABSTRACT

This study develops and tests a multi-dimensional interaction framework to explain how interaction quality translates into customer loyalty through psychological and behavioral mechanisms. Drawing on Social Cognitive Theory, Social Identity Theory and Value Co-Creation Theory, the model examines the effects of interpersonal interaction, perceived ease of use, and interactional emotions on psychological ownership, customer engagement, and customer loyalty. Data were collected through an online survey administered via convenience sampling to Chinese consumers aged 18 years or above who have completed at least one purchase within the past three months on Alibaba, JD.com, or Pinduoduo. Data were analyzed with structural equation modeling. The results indicate that all three interaction dimensions significantly enhance psychological ownership and customer engagement. Psychological ownership positively influences both engagement and loyalty, while engagement further strengthens loyalty. Importantly, psychological ownership mediates the effects of interpersonal interaction, perceived ease of use, and interactional emotions on engagement, and engagement mediates the relationship between psychological ownership and loyalty. In contrast, perceived ease of use and interactional emotions do not directly predict loyalty, suggesting that functional and affective interaction elements influence loyalty primarily through internalization and participatory mechanisms.

The findings contribute to multi-dimensional marketing literature by specifying the psychological and behavioral mechanisms through which interaction quality translates into loyalty. The study demonstrates that sustainable loyalty in multi-dimensional environments is achieved not through isolated technological or emotional enhancements, but through the systematic cultivation of psychological ownership and sustained customer engagement across integrated touchpoints.

 

 

คำสำคัญ :
ปฏิสัมพันธ์หลายมิติ
ความเป็นเจ้าของเชิงจิตวิทยา
ความผูกพันของลูกค้า
ความภักดีของลูกค้า

บทคัดย่อ

การศึกษานี้ได้พัฒนาและทดสอบกรอบแนวคิดของปฏิสัมพันธ์หลายมิติ เพื่ออธิบายว่าคุณภาพของปฏิสัมพันธ์แปรเปลี่ยนไปสู่ความภักดีของลูกค้าได้อย่างไร ผ่านกลไกทางจิตวิทยาและพฤติกรรม โดยอาศัยทฤษฎีการรับรู้ทางสังคม (Social Cognitive Theory) ทฤษฎีอัตลักษณ์ทางสังคม (Social Identity Theory) และทฤษฎีการร่วมสร้างคุณค่า (Value Co-Creation Theory) แบบจำลองนี้ตรวจสอบอิทธิพลของปฏิสัมพันธ์ระหว่างบุคคล การรับรู้ถึงความง่ายในการใช้งาน และอารมณ์จากปฏิสัมพันธ์ ที่มีต่อความเป็นเจ้าของเชิงจิตวิทยา ความผูกพันของลูกค้า และความภักดีของลูกค้า ข้อมูลถูกเก็บรวบรวมผ่านแบบสอบถามออนไลน์โดยใช้การสุ่มตัวอย่างแบบสะดวกจากผู้บริโภคชาวจีนอายุ 18 ปีขึ้นไป ซึ่งได้ทำการซื้อสินค้าอย่างน้อยหนึ่งครั้งภายในช่วงสามเดือนที่ผ่านมา บนแพลตฟอร์ม Alibaba, JD.com หรือ Pinduoduo และนำข้อมูลมาวิเคราะห์ด้วยแบบจำลองสมการโครงสร้าง

ผลการวิจัยพบว่า ปฏิสัมพันธ์ทั้งสามมิติช่วยเสริมสร้างความเป็นเจ้าของเชิงจิตวิทยาและความผูกพันของลูกค้าอย่างมีนัยสำคัญ ความเป็นเจ้าของเชิงจิตวิทยามีอิทธิพลเชิงบวกต่อทั้งความผูกพันและความภักดี ขณะที่ความผูกพันยิ่งช่วยเสริมสร้างความภักดีเพิ่มเติม ที่สำคัญ ความเป็นเจ้าของเชิงจิตวิทยาทำหน้าที่เป็นตัวแปรส่งผ่านอิทธิพลของปฏิสัมพันธ์ระหว่างบุคคล การรับรู้ถึงความง่ายในการใช้งาน และอารมณ์จากปฏิสัมพันธ์ที่มีต่อความผูกพัน และความผูกพันยังทำหน้าที่เป็นตัวแปรส่งผ่านความสัมพันธ์ระหว่างความเป็นเจ้าของเชิงจิตวิทยากับความภักดีอีกด้วย ในทางตรงกันข้าม การรับรู้ถึงความง่ายในการใช้งานและอารมณ์จากปฏิสัมพันธ์ไม่ได้ทำนายความภักดีโดยตรง ซึ่งสะท้อนให้เห็นว่า องค์ประกอบของปฏิสัมพันธ์ด้านหน้าที่การใช้งานและด้านอารมณ์มีอิทธิพลต่อความภักดีเป็นหลักผ่านกลไกของการยอมรับภายในและการมีส่วนร่วม

ผลการศึกษานี้มีส่วนช่วยต่อวรรณกรรมด้านการตลาดแบบหลายมิติ โดยระบุอย่างชัดเจนถึงกลไกทางจิตวิทยาและพฤติกรรมที่เชื่อมโยงคุณภาพของปฏิสัมพันธ์กับความภักดี การศึกษานี้แสดงให้เห็นว่า ความภักดีอย่างยั่งยืนในสภาพแวดล้อมแบบหลายมิติ มิได้เกิดจากการปรับปรุงด้านเทคโนโลยีหรือด้านอารมณ์เพียงลำพัง หากแต่เกิดจากการปลูกฝังความเป็นเจ้าของเชิงจิตวิทยาอย่างเป็นระบบ และการรักษาความผูกพันของลูกค้าอย่างต่อเนื่องผ่านจุดสัมผัสที่บูรณาการกัน

 

 

 

HOW TO CITE

 

Hua, C., & Suo, L. (2026). The Influence of Multi-Dimensional Interaction in E-Commerce Platform Service Systems on Customer Loyalty in China: A Customer Psychology Perspective. Journal of Business Administration, 49(190), 69-104. https://doi.org/10.14456/jba.2026.9

 

 

 

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