The role of mobile value and trust as drivers of purchase intentions in m-servicescape

Najlae Zhani, Nacef Mouri and Tariq Ahmed

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: Building on the premises of the unified theory of acceptance and use of technology (UTAUT), this study introduces the concept of mobile servicescape (m-servicescape) and explores the drivers of purchase intentions in the mobile service environment. Data were collected from a sample of 284 service mobile users and analyzed using structural equation modeling. Results show that the dimensions of m-servicescape (i.e., aesthetic appeal, perceived security, and layout and functionality) generate mobile value (i.e., hedonic and utilitarian), which in turn, leads to user purchase intentions. Utilitarian value was found to have a higher effect on purchase intentions than hedonic value and trust was found to enhance this effect. We highlight theoretical contributions and offer managerial insight for mobile marketers and designers on the specificities of consumer behavior in the service mobile environment.

Keywords: Mobile servicescape; m-servicescape; Mobile value; Trust; UTAUT; Purchase intentions (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001539

DOI: 10.1016/j.jretconser.2022.103060

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