초록 열기/닫기 버튼
Purpose: The COVID-19 pandemic has created a new consumption trend in the mobile shopping market. The purpose of this study is to investigate the quality attributes and their individual measurements in the mobile shopping mall and to clarify the relationship among these quality attributes, customer satisfaction, customer trust and intention to continuous use. Research design, data, and methodology: A research model was designed to understand the structural impact relationship of the quality attributes of mobile shopping malls on satisfaction, trust, and intention to use. Based on previous researches, quality attributes of mobile shopping mall were defined as five constituent concepts: system quality, information quality, service quality, product quality, and non-face-to-face quality. From April 2 to April 21, 2021, a survey was conducted on 309 adult people with experience in purchasing products from mobile shopping mall by mobile device. Verification of the research model was performed using SPSS and AMOS. Frequency analysis was conducted to examine the sample characteristics. Reliability analysis, exploratory factor analysis, and confirmatory factor analysis were conducted to evaluate the validity and internal consistency. Discriminant validity analysis was conducted to determine the validity of discrimination and the validity of law. It was analyzed the structural equation model to verify the hypothesis and test results. Results: System quality and information quality insignificantly affected on satisfaction and trust. But, service quality, product quality and non-to-face-to quality had a significant positive impact on satisfaction. Trust was significantly positive impact influenced by service quality, product quality, and non-to-face-to quality. It was founded that satisfaction and trust had a significant positive effect on intention to continue use. Implications: The results of this study suggested quality attributes that consumers consider important when purchasing products by mobile device, and providing useful basic data for mobile shopping mall companies to establish related marketing strategies and to response market demand.
