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http://dx.doi.org/10.7236/JIIBC.2020.20.5.175

Effects of Service Quality Factors on the Purchase Intention through Rational-Emotional Evaluation in Mobile Shopping Environment  

Park, Moon-Hee (Dept. of Musical, Hosan University)
Publication Information
The Journal of the Institute of Internet, Broadcasting and Communication / v.20, no.5, 2020 , pp. 175-185 More about this Journal
Abstract
Mobile shopping has been settled down as one of the general shopping methods, good enough to be called new normal today. Contrary to the initial stage for researching the shopping in online environment, the factors more important today must be changed quite a lot. Thus, this study aimed to select the service quality factors regarded as important in mobile shopping, to examine their effects on consumers' rational-emotional evaluation, and also to understand a series of influence relations led to the purchase intention and word of mouth effect in the future, and then obtained the significant results. In the results of this study, only the Personalization and responsiveness of service quality had positive(+) effects on the consumer sentiment, and the consumer sentiment had positive(+) effects on the consumer behavior. Such results verified that the Personalization and responsiveness would be important factors to consumers. Also, when the consumer satisfaction is high, the consumer behavior would be positive too.
Keywords
Service Quality; Moblie Service; Purchase Intention;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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