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What drives customer satisfaction and word of mouth in mobile commerce services? A UTAUT2-based analytical approach
Journal of Enterprise Information Management ( IF 5.661 ) Pub Date : 2019-10-24 , DOI: 10.1108/jeim-05-2019-0136
Zoran Kalinić , Veljko Marinković , Aleksandar Djordjevic , Francisco Liebana-Cabanillas

The purpose of this paper, which is based on the UTAUT2 model, is to develop and evaluate a predictive model of customer satisfaction related to mobile commerce (m-commerce) and the willingness to recommend this service to others.,The study was conducted based on a sample of 402 respondents. Confirmative factor analysis was used to evaluate the validity of the model, while structural equation modeling (SEM) was used to test the hypotheses. Finally, artificial neural networks were used to rank the influence of the significant predictors obtained by SEM.,Trust was found to be the most significant driver of customer satisfaction, followed by performance expectancy and perceived value. In addition, affective commitment and satisfaction were identified as the strongest predictors of word of mouth (WOM).,The originality/value of the paper lies in the establishment of the connection between the independent variables of the UTAUT 2 model – trust, satisfaction, affective and continence commitment and WOM. Additionally, it is one of a small number of studies investigating customer commitments and their influence on WOM in m-commerce.

中文翻译:

是什么在移动商务服务中推动客户满意度和口碑?基于UTAUT2的分析方法

本文基于UTAUT2模型,旨在开发和评估与移动商务(m-commerce)相关的客户满意度以及是否愿意向其他人推荐此服务的预测模型。以402位受访者为样本。验证性因素分析用于评估模型的有效性,而结构方程模型(SEM)用于检验假设。最后,使用人工神经网络对SEM获得的重要预测因素的影响进行排名。信任被认为是客户满意度的最重要驱动因素,其次是绩效预期和感知价值。此外,情感承诺和满意度被确定为口碑(WOM)的最强预测指标。本文的独创性/价值在于建立UTAUT 2模型的独立变量之间的联系-信任,满意度,情感和节制承诺以及WOM。此外,这是调查客户承诺及其对移动商务中WOM影响的少数研究之一。
更新日期:2019-10-24
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