ABSTRACT

Considering the importance of customer trust in the m-commerce domain, this study aims to examine the role of technology acceptance model (TAM) factors, mobile service quality (M-SERQUAL) factors, and personalization and privacy in promoting customers’ trust and in turn their loyalty towards mobile food delivery apps (MFDAs). Four hundred ninety-four valid responses were collected from the online Facebook groups of MFDA review and analyzed through Partial Least Squares-based SEM approach. Our findings demonstrated that TAM factors (perceived ease of use and perceived usefulness), M-SERQUAL factors (interface quality, interaction quality, and information quality), and personalization were positively associated with customer trust in MFDAs, which was in turn positively related to customer loyalty towards MFDAs. Customer trust was observed as a mediator for the effects of TAM factors, M-SERQUAL factors, and personalization on customer loyalty. Nonetheless, privacy was not significantly associated with customer trust, which did not mediate the association between privacy and customer loyalty.

摘要

考虑到客户信任在移动商务领域的重要性，本研究旨在检验技术接受模型（TAM）因素、移动服务质量（M-SERQUAL）因素以及个性化和隐私在促进客户信任和将他们的忠诚度转向移动食品配送应用程序 (MFDA)。从 MFDA 审查的在线 Facebook 群组中收集了 494 条有效回复，并通过基于偏最小二乘法的 SEM 方法进行分析。我们的研究结果表明，TAM 因素（感知易用性和感知有用性）、M-SERQUAL 因素（界面质量、交互质量和信息质量）和个性化与客户对 MFDA 的信任呈正相关，而这反过来又与客户对 MFDA 的忠诚度。客户信任被观察为 TAM 因素、M-SERQUAL 因素和个性化对客户忠诚度影响的中介。尽管如此，隐私与客户信任并没有显着相关，这并没有调解隐私和客户忠诚度之间的关联。