The Influence of e-Servicescape on Mobile Shopping Intention: the Mediating Role of Customer Satisfaction

Moh, Xiu Lei (2021) The Influence of e-Servicescape on Mobile Shopping Intention: the Mediating Role of Customer Satisfaction. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

The popularity of online shopping has grown in recent years, enhancing the interest in identifying the factors that influence shoppers ’ loyalty. The purpose of this paper is to investigate, through aesthetic appeal, layout and functionality, interactivity and financial security, the impact of generation X perceptions of the e-servicescape in mobile shopping on perceived value and customer satisfaction following the sequence of the S–O–R framework. This study intends to examine the perception, intention, and behaviour of generation X when they purchase by using mobile. A survey involving 231 generation X who shop through mobile actively at least one mobile purchase in the past six months. The research model was analysed using the partial least squares approach to analyse structural equations (SEM). The transition from physical service locations to virtual service processes has increased the research interest of e-servicescape. This study analyses it through its aesthetic appeal, layout and functionality, interactivity and financial security connecting them with the constructs of perceived value, customer satisfaction and mobile purchase intention in the application for generation X. This work emphasises the connection between servicescape attributes in creating perceived value which affects mobile purchase intention. Other than that, this study also emphasises the mediating effect of customer satisfaction. In this way, the e-servicescape is seen as stimuli, the perceived value and customer satisfaction represent the organism and the mobile purchase intention the response of the sequence of the S–O–R framework. This research provides insight into the new effects of each dimension of e- servicescape on perceived value, customer satisfaction and the mobile purchase intention, thus improving the existing knowledge in the field of servicescape and mobile shopping customer behaviour.