모바일 상거래에서 웹사이트 품질이 m-로열티에 미치는 영향에 관한 연구

초록

This study is to examine factors that web site quality affect m-loyalty in mobile-commerce. This paper conducts an empirical study in order to seek this study purpose. Quality characteristics in mobile web site have been classified as information quality (content quality and design quality), system quality (usability and navigation), and service quality (reliability and customer service). This study focuses if quality characteristics in mobile web site affects customer satisfaction, consequently that affecting m-loyalty. Study results found that content quality in information quality affects positively customer satisfaction, while design quality is not significant. Usability and navigation in system quality are positively significant as well as reliability and customer service in service quality are also positively significant. Customer satisfaction affects positively m-loyalty. This study will provide the management with significant and strategic insights for identifying relationship between web site quality and m-loyalty in mobile commerce and other similar business settings.

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