Understanding organizational reputation formation in mobile commerce

Abstract

As mobile commerce (m-commerce) plays an increasingly significant role in retailing, opportunities exist for organizations to shape or reshape their reputations. Therefore, it is important to understand the mechanism through which organizational reputation is shaped and perceived by customers through m-commerce. This study addresses whether organizational efforts in m-commerce are linked to reputation through mobile service quality, perceived value, and customer satisfaction using the cues-images-impressions model. Using an online survey with 744 valid responses (440 physical product shopping and 304 virtual product shopping), the results show that perceived m-commerce effort affects mobile service quality. In addition, the relationship among mobile service quality, value, and satisfaction, which was previously proposed in the literature and tested in various contexts, is confirmed. Finally, impression is a result of mobile service quality, value, and satisfaction. This study contributes knowledge on the organizational reputation formation in m-commerce research.