Abstract
Good continuation of mobile shoppers’ intention could ensure sustainability in mobile shopping, thus the study of consumer behavior including service quality, perceived value, trust and satisfaction is essential in order to understand their needs. The question is whether the mobile shopping in Malaysia has provided sufficient mobile websites or apps facilities to gain the repurchase intention of mobile shoppers. However, there are several issues arise such as bad reviews or comments, lack of communication and fake online sellers that may affect mobile shoppers’ behaviour. This research aims to examine the relationship between service quality (SQ), perceived value (PV) and trust (TR) mediated by mobile shoppers’ satisfaction (CS) with repurchase intention (RI). 427 usable questionnaires were collected from the mobile shoppers around Kuala Lumpur and Selangor. The data was analyzed using SPSS and Structural Equation Modelling in SmartPLS. The results suggested that there is a significant relationship between SQ, PV and TR on CS. Besides, CS mediates the relationship between SQ, PV and TR with RI. The research has extended the body of knowledge in mobile shopping studies. The findings contribute valuable theoretical and managerial implications that can enhance mobile shopping services.
Highlights
Mobile devices and technology have grown exponentially in recent years
As for this research, all observed constructs (SQ, Perceived Value (PV), TR, Customer Satisfaction (CS) and Repurchase Intention (RI)) composite reliability was above the minimum threshold of 0.7 and all Average Variance Extracted (AVE) were greater than 0.5 after the process of item deletion (Hair et al, 2017)
Mobile shoppers focus on the features and quality of the product and pay more attention to the shopping experience, they will tend to develop satisfaction, and intend to use mobile shopping
Summary
Mobile devices and technology have grown exponentially in recent years. The rapid migration of technology to mobile has transformed the consumer experience with various aspects of daily life, and created new business opportunities across the market (Chao et al, 2013). Mobile shopping platform is believed to create major challenges in consumer perception and purchasing behaviour (Liu et al, 2019; Madan & Yadav, 2018; Marriott et al, 2017). It is, essential to identify the factors influencing mobile shoppers repurchase behaviour. Previous studies have examined a range of factors influencing consumer behaviour in different context.
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