Abstract
The purpose of this study is to investigate the effect of service quality on the relationship between mobile shoppers’ satisfaction and purchase intention towards mobile commerce. The survey method was conducted with a structured questionnaire that was distributed to 385 mobile users in Malaysia which tested against a proposed model using partial least square structural equation modelling. The result confirms service quality affects mobile shoppers’ satisfaction and purchase intention directly. Furthermore, the result also affirms that mobile shoppers’ satisfaction mediates the relationship between service quality and purchase intention. This study will assist the mobile commerce industry to understand mobile shoppers’ behaviour in Malaysia.
Highlights
The development of mobile device technology has contributed to the growth of mobile commerce, which allows Malaysian consumers to do online shopping via mobile device (MIS Asia, 2017)
The present study aims to give a valuable understanding of the effects of mobile shoppers’ satisfaction in mediating the relationship between the service quality and purchase intention towards mobile commerce in Malaysia
This study reveals that the eTailQ, as developed by Wolfinbarger and Gilly (2003) is valid for measuring Service Quality (SQ) in the context of mobile commerce
Summary
The development of mobile device technology has contributed to the growth of mobile commerce, which allows Malaysian consumers to do online shopping via mobile device (MIS Asia, 2017). The high growth in the use of the mobile internet, the increasing number of mobile device users and the popularity of mobile technologies has contributed to the un-precedent growth of mobile commerce in meeting peoples’ needs and demands as it allows consumers to shop online at any time and location (Nguyen et al, 2018). The project global mobile commerce is expected to exceed RM4.08 billion in 2018 (The Star, 2016). This could be contributed by users who enjoy immediate purchasing through their own mobile device, as well as the rapid rise in mobile commerce, generating an increase in mobile commerce sales over the five years. This trend will certainly continue in the near future (Liu et al, 2019)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
