| With the continuous upgrading of mobile terminal devices such as smart phones and PADs and the promotion of 5G mobile internet,people can use these mobile terminal devices to conduct mobile e-commerce activities such as online shopping,online booking,online processing,mobile games,mobile reading,etc.anytime and anywhere.This not only makes people's daily consumption and entertainment not limited by time and space,but also enables people to manage their fragmented time more reasonably.As a result,mobile e-commerce activities have become a fashion,which has prompted Alibaba and JD etc.with mobile e-commerce business to obtain high profits,and many domestic enterprises have begun to follow suit-vigorously develop mobile e-commerce business.At the same time,some foreign companies have begun to study how to improve customers` enthusiasm for the company`s products or services,and motivate their customers to consciously participate in the customer's product or service design,purchase,word of mouth marketing and other customer engagement activities.However,the current academic circles have not formed a unified conclusion on the research results of mobile e-commerce service quality and customer engagement,and there are few theories that can be directly used for reference by enterprises.Based on the above background,this paper conducts four empirical research on the impact mechanism of mobile e-commerce service quality on customer engagement,helps enterprises to find corresponding development strategies,improve their mobile e-commerce services quality level and promotes their customers to actively participate in the value creation activities.First of all,building a mobile e-commerce service quality measurement scale.Since there is no scale for mobile e-commerce service quality that can be widely used,this paper first needs to build a measurement scale for mobile e-commerce service quality.The author combs the literature to form the initial questionnaire A for measuring the quality of mobile e-commerce services;using the questionnaire A to conduct pre-investigation and correcting the questionnaire to obtain the initial questionnaire B;the survey data of the questionnaire B is subjected to CITC purification and exploratory factor analysis to obtain the measurement scale C;Conducting a large sample survey byusing the measurement scale C and performing a reliability analysis,validation analysis and confirmatory factor analysis on the valid data collected to obtain a formal measurement scale D.Second,testing directly affect the relationship.This paper builds the model,proposes the hypotheses of the relationship between mobile e-commerce service quality,customers' flow experience and customer engagement,and tests these assumptions through large sample data.Third,testing the mediating effects.Based on the hypothesis test results of the above direct influence,this paper uses the deviation-corrected percentile Bootstrap method to test 27 paths that may have mediating effects.Fourth,testing the adjustment effects.In this paper,grouping regression method is used to test whether age,gender and education play a role of regulation effect in the direct influence path of mobile e-commerce service quality on customer engagement,and the direct influence path of mobile e-commerce service quality on flow experience.After the above four empirical studies,this paper draws four main conclusions.First,mobile e-commerce services quality can be measured by the scale D which contains six dimensions and 26 items and is constructed in this paper,namely,security,responsiveness,emotions involvement,reliability,compensability and mobility.Second,there are direct positive impacts on the relationship of mobile e-commerce service quality and customer engagement,mobile e-commerce service quality and flow experience,flow experience and customer engagement,including the positive impacts between 24 sub-dimensions.Third,there is a partial mediation effect in the influence process of mobile e-commerce service quality on customer engagement,including 2 valid secondary mediation effects assumptions,2 invalid secondary mediation effects assumptions,and11 paths have complete mediation effects,8 paths have partial mediation effects,and 3paths have no mediation effect.Fourth,age plays a positive role of adjustment effect in the direct influence path of mobile e-commerce service quality affecting customer engagement,plays a positive adjustment effect in the paths of mobile e-commerce service quality affecting flow experience;age plays a role of regulation effect in the direct influence paths of mobilee-commerce service quality on customer engagement,among them,only one sub-path from responsiveness to enthusiasm has a regulation effect;gender plays a role of regulation effect in the path of mobile e-commerce service quality affecting the flow experience,among them,only the sub-path from emotions involvement to inner interest has a regulation effect;education plays a role of regulation effect in the paths of mobile e-commerce service quality affecting flow experience,among of them,there are negative regulation effects in the sub-path from reliability to internal interest and the sub-path from mobility to internal interest.However,education does not have regulation effect in the direct influence paths of mobile e-commerce service quality on customer engagement.Based on the empirical conclusions of the above four aspects,this paper proposes four management inspirations.First,companies can improve their security,responsiveness,emotion involvement,reliability,compensability and mobility to improve the quality of their mobile e-commerce services.Second,companies can formulate corresponding strategies for the path of mobile e-commerce service quality directly affecting customer engagement,such as developing a 24-hour professional customer service strategy.Third,companies can formulate strategies to increase customer curiosity,inner interest and enthusiasm to fully exert the mediation effect of curiosity,inner interest,and enthusiasm.For example,the virtual goods or services displayed by enterprises in mobile terminal devices have three-dimensional visual effects and providing customers personalized services,etc.Fourth,according to the adjustment effect of age,gender and education in the process of mobile e-commerce service quality affecting customer engagement or flow experience,enterprises can target certain categories of customers as target customers,and allocate more resources to them,so that they can effectively improve the customer engagement and motivate customers to actively participate in the company's brand building,product designing,sales and other processes.There are two aspects of innovation in the above research.First,a mobile e-commerce service quality measurement scale with high reliability,validity and model fitness was developed.The existing measurement scale mainly is a simple correction of the traditional service quality evaluation model SERVQUAL or e-commerce service quality measurement model,and lacks a couple of new measurement items of important customer needs.This paper combines mobility and characteristics of mobile e-commerce service quality,designs a mobile e-commerce service quality measurement scale and expands the mobile e-commerce service quality theory.Second,the influence mechanism model of mobile e-commerce service quality on flow experience and customer engagement is proposed and constructed.The model combines mobile e-commerce service quality with flow experience,finds and verifies the impact path of mobile e-commerce service quality affecting customer engagement,and the partial mediation effect of flow experience in the impact path.The model helps enterprises to formulate corresponding strategies,enhances their customers' flow experience,and promote customers' enthusiasm and conscious participation in the development of the company.In addition,the test results of the age,gender and education in the adjustment effect of mobile e-commerce service quality affecting customer engagement and flow experience,it can also helps enterprises to better target customers and increases their practical value. |
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