ABSTRACT

Today, most people carry a mobile phone at all times so they can keep in touch with others. As mobile phones continue to grow in capabilities, people started referring to as smartphones. Now, many individuals use smartphones to make phone calls, to send text messages, to access Internet information,to pay for products and services via m-commerce systems as well as to perform other tasks while on the go. Even though smartphones offer a wide range of usages in day-to-day life, based on a comprehensive literature review, there has been little empirical research on the effects of perceive values of mobile shopping with smartphones. Thus, the purposes of this research are to examine 1) the effects of perceived values of mobile shopping on customer satisfaction with mobile shopping malls and 2) the effects of customer satisfaction on customer loyalty and purchase intention. The smartphone users who recently have visited mobile shopping malls participated in a survey for this study. They are mostly university students and practitioners. Structural Equation Modeling (SEM) was employed for data analysis. The results of data analysis showed that there are strong relationships between perceived values of mobile shopping and customer satisfaction with mobile shopping malls. In addition, this study also found the effects of customer satisfaction on customer loyalty and purchase intention. The results of this study imply that in order to improve customer loyalty and purchase intention, mobile shopping malls need to develop a mobile commerce strategy for providing customers with economical, social,and emotional values of mobile shopping. However, a single empirical study is not good enough to validate the findings in this study. Further research may be needed.

KEYWORD

smartphone, mobile, shopping, value, satisfaction, loyalty, intention.

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