Customer satisfaction towards m-shopping and the significance of relational values and co-presence

Abstract

Customer satisfaction literature largely ignores the environmental perspective of relational values as the motivational force behind m-shopping. This study investigates utilitarian, hedonic, and relational values as motivating forces of customer satisfaction towards m-shopping during the covid-19 pandemic and how co-presence impacts these forces. Four hundred and eighty valid questionnaire surveys were collected from Taiwan and Malaysia. The survey data were subjected to two-step structural equation modeling procedures. The results indicated that utilitarian, hedonic, and relational values are significant motivators of consumer satisfaction toward m-shopping. Among the post covid-19 occurrence data group, there is a greater impact of co-presence on the hypothesized path of hedonic value-customer satisfaction than among the pre covid-19 group. The covid-19 outbreak manifested the influence of relational values in m-shopping.