The Effects of Service Quality on Satisfaction and Purchase Intention in Mobile Commerce

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.