A Research on Mobile E-Commerce Service Quality on Customer Satisfaction and Repurchase Intention Influence

The rapid development of Internet makes electronic commerce become a new favorite business mode, and the popularity of mobile network and mobile innovation leads to a new round of business innovation, i.e., mobile e-commerce. With the largest mobile Internet users in the world, China has a potentially large customer base in mobile e-commerce. Mobile e-commerce has preliminarily developed. TO investigate Mobile e-commerce service quality factors influencing on customer satisfaction and repurchase intention, this study used SERVQUAL theory and ECM model as a theoretical foundation. Based on SERVQUAL theory and ECM model, six critical variables were examined. This study collected data by a survey method for an empirical. A total of 340 replies were used for data analysis. While 340 replies were collected from Chinese users of Mobile e-commerce. The collected data were analyzed by SPSS technique. As results of SPSS analysis all Of the 7 hypotheses, 4 hypotheses are adopted and 3 are deleted. First, it was proved that most mobile commerce quality has a significant influence on customer satisfaction. Second, it was proved that there is a certain moderating effect of mobile familiarity on the influential relationship between mobile commerce quality and customer satisfaction.