Authors: Mehruba Haque; Amy Wong
Addresses: Manipal GlobalNxt University, Putra Nilai, 71800, Negeri Sembilan Darul Khusus, Malaysia ' School of Business, Singapore University of Social Sciences, 436 Clementi Road 599494, Singapore
Abstract: This study examined the antecedents of customer satisfaction and purchase behaviour in an m-commerce setting. Data was collected from online customers who have previously purchased footwear from the m-commerce website of a leading footwear retailer in Bangladesh, a developing country. Using multiple regression analyses, the study examined the relationships between the independent and dependent variables (i.e., customer satisfaction and purchase). The results highlighted the positive effects of perceived website interactivity and perceived information quality on customer satisfaction, as well as the positive effects of perceived ease of use and perceived service quality on customer purchase behaviour. This study highlighted the important factors that m-commerce websites should focus on in order to deliver an enjoyable online shopping experience that can bring about the fulfilment of customer expectations, leading to stronger customer relationships and increased sales for the company. Further discussion and implications are presented.
Keywords: perceived website interactivity; perceived information quality; perceived service quality; customer satisfaction; purchase behaviour.
International Journal of Electronic Marketing and Retailing, 2022 Vol.13 No.3, pp.259 - 279
Received: 01 Oct 2020
Accepted: 18 Jan 2021
Published online: 05 Jul 2022 *