Customer satisfaction towards m-shopping and the significance of relational values and co-presence
DOI:
https://doi.org/10.7903/ijecs.2242Keywords:
Relational values, utilitarian value, hedonic value, co-presence, m-shopping, customer satisfactionAbstract
Customer satisfaction literature largely ignores the environmental perspective of relational values as the motivational force behind m-shopping. This study investigates utilitarian, hedonic, and relational values as motivating forces of customer satisfaction towards m-shopping during the covid-19 pandemic and how co-presence impacts these forces. Four hundred and eighty valid questionnaire surveys were collected from Taiwan and Malaysia. The survey data were subjected to two-step structural equation modeling procedures. The results indicated that utilitarian, hedonic, and relational values are significant motivators of consumer satisfaction toward m-shopping. Among the post covid-19 occurrence data group, there is a greater impact of co-presence on the hypothesized path of hedonic value-customer satisfaction than among the pre covid-19 group. The covid-19 outbreak manifested the influence of relational values in m-shopping.
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