Purpose:Service quality is a critical issue in online shopping and one of the main components shaping customers’ perception of value. This study examines how the quality of online and offline service systems influences purchase intention, emphasizing the mediating role of hedonic value.

Method:Drawing on prior researchs, this study developed and tested a conceptual framework using the SmartPLS-SEM approach. Data were collected from 384 respondents with online shopping experience.

Findings:The results provide valuable insights into how both online and offline service system quality affect purchase intention through hedonic value in an online retail context. Hedonic value emerged as a significant driver of consumers’ purchase intentions, while improvements in online security, privacy, and service levels were found to enhance purchasing behavior.

Originality/value:This study refines the research objective and foregrounds the mediating role of hedonic value within a dual-channel (online–offline) service system quality model. Findings highlight hedonic value as a key mechanism through which service quality translates into purchase intention, revealing differences in the strength of indirect effects between channels. The study contributes to e-commerce literature by extending understanding of how emotional value mediates service quality effects and by offering practical implications for online retailers seeking to enhance engagement and loyalty.