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This study examines the effects of mobile travel application’s service quality on user satisfaction and their purchase behavior. Data were collected from 220 university undergraduate and graduate students in Korea, and finally 182 effective questionaries were used for empirical analysis of hypotheses tests. Structural equation model was employed for testing hypotheses, and the results are as followed. First, service quality has a positive effect on customer satisfaction and purchase behavior. Second, information quality has a positive effect on customer satisfaction, but of mobile travel app have positive effects on reuse intention except for the Sufficiency. but, understandability and personalization in information quality have no effect on purchase behavior except for the Sufficiency. Third, localization and reliability in system quality have positive effect on customer satisfaction except for the stability. In addition, stability and localization in system quality have positive effect on purchase behavior except for the reliability. Finally, customer satisfaction is found to affect continuous purchase behavior.



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Travel App Service Quality, User's Satisfaction, Purchase Behavior