| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 106 === Mobile commerce has been growing rapidly due to the popularization of smartphones. With the improvement of internet technologies, Retailers started to look for new ways to interact with consumers. Retail stores will be no longer the only options for consumers, but also shopping through smartphones, which is so called Mobile shopping. This research will be focused on what made consumer uses mobile shopping and why thy keep using it.
This is a quantity based research where all data sample is collected from Kaohsiung City citizens who are actively using mobile shopping. A total of 206 effective survey was collected. The research structure is classified into “Social-facilitation ”, “Perceived control” , “Intrinsic Enjoyment” , “Time Filler” , “Value” , “Mobility” , “Shopping Convenience” , “Application Usability” etc . Explore the impact on“Customer Satisfaction” and “Continuance Intention”.
Result of the research shows that four main points “Intrinsic Enjoyment”, “Value” , “Mobility” , “Application Usability” etc.. affects the consumer satisfaction in a positive way and “Customer Satisfaction” is directly proportional to “Continuance Intention” .
There are seven suggestions that can be drawn from the above results:
1. For consumer spending a lot of money and time on mobile shopping, there is a need to plan a different strategy for this particular type of consumers.
2. Increase the user satisfaction level for elderly users.
3. Create a pleasant shopping experience.
4. Discount strategy.
5. Simplify online shopping platform.
6. Decrease the amount of information for consumers.
7. Use technological innovative services.
keywords: “Mobile shopping”“Customer Satisfaction” “Mobile Commerce” “Mobility” “Application Usability”
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