Authors: Panitharn Juntongjin
Addresses: Thammasat Business School, Thammasat University, 2 Prachan Rd., Pranakorn, Bangkok, 10200, Thailand
Abstract: Due to the substantial growth rate of mobile users, it is undeniable that m-commerce has become a huge opportunity as a distribution channel for many firms. In the context of m-commerce shopping application, too little attention has been paid on gender as a moderating variable, on which this research focuses. To explain how gender affects satisfaction and loyalty of the m-commerce shoppers, the author proposed a new model that could better explain satisfaction and loyalty in the m-commerce shopping platform. To test the research hypotheses and to compare the impact of the factors determining the differences in satisfaction and loyalty between male and female, the author uses structural equation modelling (SEM) with multi-group techniques. The results show that factors influencing satisfaction and loyalty of shoppers are different across genders. Firms using m-commerce application as their distribution channel can use the proposed model and the results of this study to obtain long-term benefits from their customers' improved satisfaction and loyalty.
Keywords: mobile commerce; m-commerce; mobile shopping application; gender; emotion; satisfaction; loyalty; modelling.
International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.1, pp.1 - 18
Received: 25 Aug 2018
Accepted: 16 Dec 2018
Published online: 18 Nov 2020 *