{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,5]],"date-time":"2026-01-05T19:28:12Z","timestamp":1767641292372,"version":"3.48.0"},"reference-count":139,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2026,1,1]],"date-time":"2026-01-01T00:00:00Z","timestamp":1767225600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>This study explains repeat purchase intentions on e-commerce platforms as a problem of fit between what the interface signals (Customer Service Orientation, CSO) and what the system delivers (Internal Service Quality, ISQ). Using survey data from Chinese platform users (N = 605), second-order polynomial models with response-surface analysis (RSA) show that repurchase intention rises when CSO and ISQ increase together, exhibits diminishing returns at high joint levels, and declines as the two diverge. A structural equation model (SEM) provides cross-sectional evidence consistent with mediation via pride in membership; when CSO and ISQ are modeled jointly with pride, CSO shows the larger direct association with repurchase. We also find that trust and security awareness initiatives act as a structural assurance that flattens the CSO\u2013ISQ surface, attenuating both slopes and curvatures. Taken together, the results advance a fit-based account of digital service in which outcomes depend on the alignment of interface signals with executional capability and operate through identity-based pride, with platform-level assurances bounding marginal returns. Managerially, the findings imply prioritizing the closure of CSO\u2013ISQ gaps and reducing execution variance before pursuing further single-dimension upgrades.<\/jats:p>","DOI":"10.3390\/jtaer21010008","type":"journal-article","created":{"date-parts":[[2026,1,2]],"date-time":"2026-01-02T12:23:44Z","timestamp":1767356624000},"page":"8","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["The Power of Fit in E-Commerce Platforms: Aligning Customer Service Orientation and Internal Service Quality"],"prefix":"10.3390","volume":"21","author":[{"given":"Shu Pei","family":"Shao","sequence":"first","affiliation":[{"name":"International Trade Department, College of Social Sciences, Konkuk University, Seoul 05029, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1181-8695","authenticated-orcid":false,"given":"Rob Kim","family":"Marjerison","sequence":"additional","affiliation":[{"name":"Institute of Sustainability Studies, Wenzhou-Kean University, Wenzhou 325060, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0037-2117","authenticated-orcid":false,"given":"Jong Min","family":"Kim","sequence":"additional","affiliation":[{"name":"International Trade Department, College of Social Sciences, Konkuk University, Seoul 05029, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2026,1,1]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"2471535","DOI":"10.1080\/23311975.2025.2471535","article-title":"Unlocking repurchase intentions in e-commerce platforms: The impact of e-service quality and gender","volume":"12","author":"Teo","year":"2025","journal-title":"Cogent Bus. 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