RESEARCH ON THE INFLUENCE OF BIG-DATA ANALYTICS CAPABILITY, DIGITAL PLATFORM QUALITY, AI RECOMMENDATION ACCURACY, ONLINE SERVICE INNOVATION, AND E-SERVICE QUALITY ON BRAND LOYALTY

บทคัดย่อ

This study aims to: 1) examine the impact of Big Data Analytics Capability (BDAC) on e-commerce brand loyalty; 2) determine the impact of Digital Platform Quality (DPQ), Artificial Intelligence Recommendation Accuracy (AIRA), Online Service Innovation (OSI), and Electronic Service Quality (ESQ) on brand loyalty; and 3) compare the relative explanatory power of these five predictor variables in an integrated regression model. This study employed a quantitative cross-sectional survey method, surveying 400 e-commerce consumers with recent shopping experience. The questionnaire used a 5-point Likert scale, and descriptive statistics, Cronbach's alpha coefficient, Pearson correlation coefficient, multicollinearity diagnostics, and multiple regression analysis were used to analyze the mean scores of each variable. The results show that: 1) All five predictors have a significant positive impact on brand loyalty, with DPQ (B = .297, p < .001) and ESQ (B = .285, p < .001) having the most significant effects; 2) BDAC also has a significant positive impact (B = .196, p < .001), while AIRA (B = .104, p = .008) and OSI (B = .104, p = .010) have smaller but still significant effects; 3) The model explains 42.9% of the variance in brand loyalty (R² = .429, adjusted R² = .422, F(5,394) = 59.17, p < .001). The findings suggest that e-commerce companies should first improve platform performance and e-service execution, while using analytics, recommendation accuracy, and service innovation as supplementary means to build user loyalty.