E-Services use the internet as the main channel for business to interact and communicate with their consumers. The purpose of this paper is to study e-Service applications, for example, FAQs and text chat, which e-commerce consumers prefer to use when they want to acquire more information about products. We focus on four different types of questions consumers may ask which are (1) description question, (2) method question, (3) explanation question, and (4) comparison question. Also, in this study, we categorize products into two categories: (1) general or non-embarrassing products (such as shampoo) and (2) embarrassing products (such as condom). The data was collected from 400 respondents in Thailand.
Thepsuparungsikul, Wittawin and Rattanawicha, Pimmanee, "A Study Of E-Service Applications In E-Commerce Websites" (2011). ICEB 2011 Proceedings (Bangkok). 44.