| As the advantage of high convenience and efficiency,mobile shopping has become one of the main ways of the majority of consumers.How to let consumers get the most valuable experience when using mobile shopping applications? E-service quality plays the role of basic support.How to design a better mobile shopping application with guaranteed service quality;how to promote customer engagement behavior by the support of E-service quality on mobile shopping app,are the core issue that businessmen must think twice.Based on the review of domestic and international literature of E-service quality and customer engagement behavior,this paper constructs a four-dimensional model with E-service quality as the independent variable,consumer innovation as the moderator variable,customer satisfaction as the mediated variable,and customer engagement behavior as dependent variable,under the mobile shopping environment.The purpose of this paper is to explore the mechanism of how E-service quality affects customer engagement behavior in the mobile shopping environment by means of empirical analysis.This study takes consumers of mobile shopping applications as the survey object and collects 368 effective samples both online and offline.The collected data has been tested by SPSS20.0 and AMOS20.0.Finally,this study has led these following conclusions:(1)Website design,fulfillment,security privacy,and customer service have significantly positive impact on both conscious participation and social interaction.(2)Customer satisfaction has significant influence on both conscious participation and social interaction.(3)Customer satisfaction has partial mediating effect on the relationship between E-service quality and customer engagement behavior.(4)Customer innovativeness has a positive moderating effect on the relationship between E-service quality and social interaction.However,customer innovativeness has no moderating effect on the relationship between E-service quality and conscious participation. |
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