The Influence of Smart Servicescape and Smart Experience Co Creation on Customer Satisfaction and Continuance Intention Towards Mobile Shopping Applications

Abstract

The purpose of this study is to ascertain the continuance intention of mobile shopping newlineapplications by establishing the concept of Smart Experience Co-Creation (SEC) newlineand to investigate the impact of dimensions of Smart Servicescape (SSC) on SEC. newlineThe rapid advancement of technology has resulted in the growth of smart services. newlineThis study focuses on consumers who willingly participate in value-creation activities. newlineThe Stimulus-Organism-Response (SOR) framework is used for the proposed research newlinemodel that investigates the effects of SSC dimensions (such as aesthetics, superior functionality,social presence, perceived interactivity, and perceived personalization) on the co-creation of the consumer experience. SEC is a concept that includes hedonic, cognitive,social/personal, and pragmatic/economic components. Structural Equation Modeling (SEM) used to test the proposed research hypothesis. The results revealed that,the smart servicescape dimensions (S) have a collective impact on the SEC (O) and this co-created experience has influenced on Continuance Intention (R) mediated through satisfaction. This research also tested the moderation effect of demographic factors on the relationship between satisfaction and continuance intention. Based on the results of newlinethis research implications and future research directions were discussed. newline